Marketers continue to shift media dollars from traditional media to digital, according to a Duke University study commissioned by the American Marketing Association. In August 2011, marketers said they planned to increase traditional media 1.3%, but by February this year, they said they planned to reduce traditional media spending by 2.7%. The business-to-consumer product market will see the smallest reduction in traditional ad spending, while the business-to-consumer service sector will see the greatest drop, the study found.