The latest KPMG sponsored YouGov research highlights the continuing challenges for the media industry as it attempts to maintain revenue streams. Consumers may well be increasing their overall media consumption, but they are paying less for it.

The research surveys consumers’ media consumption and analyses trends every six months. The latest report highlights how spend has declined on newspapers and magazines in particular as an increasing number of publications move to a ‘freesheet’ model (including the London Evening Standard in October 2009).

Unsuprisingly, when asked about attitudes to paid-for content, consumers are happier to pay for music and films than they are for TV programmes and news, which they consider ‘free’ at the moment.

The most popular online activity remains social networking and blogging with 50% of respondents using these sites.

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