Corporate Eye

Applying Consumer Media Trends to 2011 Marketing and Branding Strategies

Where are you investing your marketing budget in 2011?  If you want your brand to be in the right places, then you need to consider the shifting media usage trends that will define 2011.

According to research by eMarketer, television, video and Internet content consumption still dominate media usage among U.S. adults as follows:

  • TV and video = 4 hours and 24 minutes per day
  • Internet = 2 hours and 35 minutes per day
  • Radio = 1 hour and 36 minutes per day
  • Mobile = 50 minutes per day
  • Newspapers = 30 minutes per day
  • Magazines = 20 minutes per day
  • Other = 46 minutes per day

Are you investing your marketing budget in the media where your target audience spends time?  Compare your spending to the usage statistics above and see if you have any glaring disparities that should be modified before 2011 begins.

How has media usage changed over the past two years for U.S. adults?  That’s another area you need to research and understand to ensure you’re investing in the right places in the new year.  Take a look at the chart below to see how the amount of time on major media changed in 2009 and again in 2010.

Mobile is certainly the media opportunity to leverage in 2011.  It’s undoubtedly true that mobile devices will only continue to steal time from other media as tools and technologies get even better.  Of course, you have to match your spending to your target audience, but it’s safe to assume that few industries will be immune to the media shift to mobile over the next few years.

What do you think?  Are you shifting marketing budget investments to mobile in 2011?  Leave a comment and share your thoughts on these media usage trends that will dominate 2011.

Image: eMarketer

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.

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