Study Shows Changes In Media Usage
February 4, 2009 at 5:19 AM (PT)
The annual study of "Media Myths and Realities" by KETCHUM with the UNIVERSITY OF SOUTHERN CALIFORNIA's ANNENBERG STRATEGIC PUBLIC RELATIONS CENTER and BOURNEMOUTH UNIVERSITY's MEDIA SCHOOL concludes that content features are now moving across platforms, fragmenting the media landscape, blurring the divisions between media channels, making them more participatory and making search engines and word-of-mouth more critical.
Examining media usage over the last three years, Talk radio was used by 31% of American Internet users in 2008, up from 2007's 26% but behind 2006's 36%. Major network TV news, local newspapers, and local TV news lead the field of media used by U.S. Internet users, followed by search engines, cable network news, "advice from family and friends," e-mail newsletters, shopping websites, and Talk radio. Social networking sites continued to grow in importance, up from 17% in 2006 and 22% in 2007 to 26% in 2008.
Read the entire study by clicking here.