5 years of media perceptions
In this report, Edison Media Research and Arbitron looked at the images of four media - Internet, Television, Radio and Television, and the changes in these perceptions over the last five years. More than anything, trending these findings over this five-year period shows the enormous advancement of the Internet in people’s lives. It is also interesting and note which mediums have lost the most in the bargain. Some findings:
* At 36%, television is still the “most essential” medium to your life. However it is down from 39% in 2002 while Internet at 33%, is up from 20% in 2002. Among ages 17 - 44 however, Internet leads the pack.
* Today at 39%, Internet leads as the most cool and exciting medium, up from 25% in 2002.
* 62% of the respondents selected television as the first medium of choice to turn to in the event of a major news story. But even here, the Internet shows significant gains. In 2002 only 8% of respondents thought the Internet would be best in these circumstances; now 18% would choose the Internet.
* Among teens, Internet grew as the medium to learn about new music first, from 21% in 2002, to 41% in 2007; Internet now leads radio (39%). Internet also leads radio for this perception among 18-24s (36%-35%). In all age groups over age 25, however, radio still leads.
* Five years ago television was most likely mentioned as “getting stale and boring” at 36% — this has dropped dramatically in 2007 to 24%. Newspapers now take the lead in 2007 as the “stale and boring” medium at 35%.
Download the complete report [pdf]
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