Market Forces Shaping the Future Media Mix
3. Rapid and far-reaching expansion of digital technologies by media and consuming audiences are creating Internetdependent lifestyles that are reshaping content consumption practices and creating new content delivery opportunities. Examples include the digital conversion of television broadcasts, the expanded coverage of digital outdoor signs, increasing household penetration of digital video recorders, steady growth in household broadband access and online activities ranging from viewing videos to handling personal finances. Internet-dependency will grow as continuous expansion of Wi-Fi connectivity makes Internet access more ubiquitous. Concurrently, traditional media, especially printed media, are aggressively trying to build online audiences and ad revenues to offset continuous declines in their off-line audiences.