In July 2015 both the Pew Research Center and the Knight Foundation found that Facebook and Twitter users across all demographics were increasingly using the social networks as news sources. They are however seeking out different types of news content on each platform.
There are commercial drivers too. Jon Moeller, chief financial officer at Procter & Gamble, said at an investor conference in 2015: "In general, digital media delivers a higher return on investment than TV or print."
In 2015, the UK will become the first country in the world where half of all advertising spend goes on digital media.
Just over £16.2bn will be spent on all forms of advertising in the UK, including TV, newspapers, billboards, radio, online and on mobiles and tablets, according to eMarketer.
Digital advertising is expected to grow by 12% in 2015 to £8.1bn, making the UK the first country in which £1 in every £2 will go to digital media. The internet is expected to overtake TV to become the largest medium for advertising in 2016.
The reason advertising revenue has moved from traditional media to digital media is because it is effective. As for advertising, so too for all other forms of cultural influence.