Traditional vs digital media
While more people are adopting smartphones and tablets, the survey found that the gap between the time spent on new media and traditional activities has not narrowed over the past year. Traditional media still remains popular with 68 percent of people choosing to read a book and 93 percent watching TV.
Elms said: "Over the past year traditional media has held up well, and despite the ever growing availability of online media, consumers still expect and consume both. This has led to a mixed ecology, with people accessing content in the traditional way and online. The popularity of consuming media in the traditional way remains very resilient."
In fact a massive 86 percent of consumers said they prefer to consume paper newspapers and magazines rather than read online. Among those people who have consumed media online, the highest mean spend was on digital books, with over a fifth of people forking out over £5, the survey said.
While tablets have been the big story of 2010, KPMG's survey found that only 2 percent of Brits own one, among which almost half bought one for surfing the net. A quarter of early adopters have used it to watch TV and video, with 1 in 15 using their tablets for online gambling.
Interestingly owners are twice as likely to have used their tablet for downloading free music at 6 percent, compared with paid music at 3 percent, the survey said.
