Offline Offers Less Net Value Than Online Media, Say Connected Consumers

Connected consumers in the US place more monetary value on offline media activities or products than online ones ($1,600 per year vs. $1,132), finds Boston Consulting Group (BCG) [pdf] in a new study. But, because offline media is more costly ($696 vs. $165), on a net basis, consumers derive less surplus value from offline than online media ($904 vs. $967), per the report. BCG describes the surplus as “the value consumers themselves place on a media-related activity or product over and above what they pay for it.” (more…)