A comparative analysis of traditional versus digital media consumption behaviours

Abstract

The interplay between traditional and digital media is changing the way businesses advertise their products and services. With the introduction of the Internet, companies started promoting their products through various digital platforms. Overtime, these platforms become much more cost-efficient than traditional media. However, relevant academic literature suggests that the majority of online product searches are derived from traditional media.

The aim of this study is to evaluate and compare consumers’ preferences towards contemporary and conventional marketing communications. This study relied on valid and reliable measures from the ‘Theory of Planned Behaviour’ (Ajzen, 1991) whereby a survey questionnaire was conducted and distributed to online users. The results showed that the respondents were more influenced by the digital media than by the traditional media. The former were having an effect on their purchase decisions. This study implied that businesses should employ a blend of traditional and digital adverts.