Mark Kassof Research Finds Internet The Most Important Medium; Radio Ties TV
April 17, 2013 at 8:51 AM (PT)
New research from MARK KASSOF & CO. reveals that the majority of 18-64s in the U.S. consider the internet "very important" in their lives -- far ahead of other media tested. But radio ties TV for #2.
Fifty percent rate radio four or five on a scale where five means "very important," essentially tied with television (at 52%). In addition, there is also no significant difference in the importance of radio and TV among age demo groups from 18-54. TV does have an importance edge over radio among 55-64s.
Newpapers fare poorly. Only 28% rate it four or five, while 30% rate it one -- that is, "not at all important." Newspapers fare better among 35-64s, but remain less important than radio or TV, even among 55-64s.
These research findings are based on 502 telephone interviews conducted from APRIL 3rd-7th, 2013. Maximum total sample margin of error is +/-4%. More details can be found at kassof.com.
This research is the latest in a series of ListenerThink surveys conducted by MARK KASSOF & CO., a research and strategy firm specializing in radio.
KASSOF states, "It’s no shock that the Internet has become the most important medium. After all, the Net delivers radio, TV, newspaper content and much more. But radio remains a big deal... as important as TV, and much more important than newspapers."