The use of digital media has increased among smaller businesses and has surpassed the penetration of traditional advertising methods, a new study has suggested.
According to findings from The Kelsey Group, in conjunction with researchers ConStat, the penetration – the percentage of businesses using media channels, regardless of expenditure – of newer technology had increased from 73 per cent in August 2008 to 77 per cent one year on.
The penetration of traditional channels had decreased in the same period from 74 per cent to 69 per cent.
Director of research with the Kelsey Group Steve Marshall said: "The milestone of digital [and] online surpassing traditional media among [small to medium-sized businesses] is an indicator of the broad shift to online platforms."
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