Get with the program: How consumers divide their time among different forms of media may surprise you

This article details GfK research into how consumers divide their time amongst different forms of media and how the results are surprising.

Get with the program: How consumers divide their time among different forms of media may surprise you

Hadassa Gerber

People are being offered more media platform choicestoday than ever before, yet there are still only 24 hours in a day to use them. In fact, according to GfK Research, with all the growth of media in the past five years, people have only increased their media usage by one half hour. "Something's got to give," you might be saying to yourself, but the question is, what? How does the inclusion of all these media channels affect each individual platform...

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