Internet Closes In On TV As 'Most Essential' Medium
June 26, 2007 at 9:54 AM (PT)
Consumer media perceptions and habits are changing as the Internet becomes an increasingly important medium for information and entertainment, according to a new Internet and Multimedia 2007 report by EDISON MEDIA RESEARCH. Consumers age 12 and older were asked to choose the "most essential" medium in their life -- 33% chose the Internet, just behind television (36%), but above radio (17%) and newspapers (10%); in 2002, the Internet trailed TV on this perception by a significant margin (20% vs. 39%) and also trailed radio’s 26%.
This new report specifically looks at consumers’ media perceptions from the EDISON MEDIA RESEARCH/ARBITRON Internet and Multimedia 2007 study trended against data from five years ago.
Other highlights include:
* "Least essential" medium: Newspapers had the most mentions for this perception (35%), Internet was mentioned by 24% (was the most mentioned in 2002 at 33%), and both radio and television had the fewest mentions at 18%.
* "Most cool and exciting" medium: The Internet and television have swapped places in the last half-decade. The Internet is now mentioned by 38% for this perception in 2007 (vs. 25% in 2002); 35% now say television is the "most cool and exciting" medium (vs. 48% in 2002).
* "Medium using more lately": The Internet approaches the lead for this perception, up to 34% (from 19% in 2002). However, television still leads with 37% (compared to 41% in 2002).
"It is not a stretch to say that the Internet has become just as important as television as an important source of information and entertainment in the lives of Americans," said EDISON Pres. LARRY ROSIN. "It is entirely possible that the Internet will lead in all positive categories five years from now. EDISON MEDIA RESEARCH and ARBITRON will continue to track these items and of course report to the public on the changes."
View the full report at www.edisonresearch.com.