Some changes in consumer behaviour that were already under way have been speeded up by the growing use of the internet and alternative media, such as mobile phones.

For example, consumers are spending more time with media of all kinds: currently about ten hours per person per day in America. According to Veronis Suhler Stevenson (VSS), a New York-based media merchant bank, this is likely to grow to 11 hours by 2008.

James Rutherfurd, the bank's managing director, thinks this is due to a relatively new phenomenon he calls "media multi-tasking": using different media at the same time

"This has enormous implications for advertisers and programmers,” he says. “It used to be that they were competing to get you to turn on the television. Now the TV may be on, but they are competing to keep your attention on the TV as opposed to the computer screen, the magazine or the iPod."

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Consumers are spending more time with media of all kinds: currently about ten hours per person per day in America

Fujio Nishida, chief marketing officer of Sony's electronics division, points out that this forces advertisers to think very carefully not only about which media to use for the market they want to reach, but what people are likely to be doing when their ad appears. In Japan, he says, in the past you could be fairly sure that 90% of your potential targets would be watching TV  at some point between 8pm and 10pm; but now only 70% may be watching and 60% will be using the internet—many doing both at the same time. Advertisers can take advantage of this by putting on TV ads specially designed to encourage consumers to go straight to a website, as Sony has done.

"Who actually controls distribution in this type of world?" asks Bill Gossman. "The individual does. That's where the ultimate consumer power comes from." His company, Revenue Science, is developing new ways of "behavioural targeting".

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