Describe how Americans' media habits are changing and how this will affect future media mixes

What will be an ideal response?

Americans are spending more time on the Internet, playing video games, and using PDAs. Consumption of traditional broadcast and print media has declined, but Americans still spend more time watching television than using the Internet. However, many consumers use multiple types of media at the same time, such as watching TV while logged onto a social networking Web site. Digital media gives consumers more control over advertising messages than ever before. This new two-way communication, along with the expanding number of media choices consumers have, will change the media mix. In the past, the media mix was dominated by print, TV, and radio. In the future, the media mix will be dominated by digital media, with TV and print playing a substantial, but reduced, role.