Connected consumers in the US place more monetary value on offline media activities or products than online ones ($1,600 per year vs. $1,132), finds Boston Consulting Group (BCG) [PDF] in a new study. But, because offline media is more costly ($696 vs. $165), on a net basis, consumers derive less surplus value from offline than online media ($904 vs. $967), per the report. BCG describes the surplus as “the value consumers themselves place on a media-related activity or product over and above what they pay for it.”
To arrive at this conclusion, BCG measured economic values associated with 7 categories of media: books; radio and music; US newspapers and magazines; TV and movies; video games; international newspapers and magazines; and user-generated content (UGC) and social networks. Consumers were asked to choose the most and least valuable offering from different groups of media-related activities or products. It is worth keeping in mind that the survey was therefore limited to connected consumers, which likely skews the overall results. (To those with no access to the internet, online media would have no perceived value.) Read the rest at MarketingCharts.
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