The document discusses the evolution of media consumption from 2000 to 2030, highlighting a shift from 3% to over 80% digital sources. It suggests that as digital media rises, traditional media will adapt and find new niches rather than disappearing entirely. The phrase 'money follows eyeballs' emphasizes the changing landscape of media attention and resources.

2. THE PAST (~2000): 3% DIGITAL
Source: Ofcom
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Smartphone
Computer/laptop/tablet
Radio
Print
TV

3. THE PRESENT (~2015): 40% DIGITAL
Source: Ofcom
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Smartphone
Computer/laptop/tablet
Radio
Print
TV

4. THE FUTURE (~2030): 80%+ DIGITAL
Source: Ofcom
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Smartphone
Computer/laptop/tablet
Radio
Print
TV

5. Money follows eyeballs.

6. Old media don’t die. They just find
their niche(s). See radio and print.