By Tom Ryan
The internet has passed radio and is closing in on television as America's primary source for entertainment and information, according to a survey by Edison Media Research.
When consumers were asked to choose the "most essential" medium in their lives, 33 percent selected the internet, just behind TV at 36 percent. Those figures were significantly higher than radio at 17 percent and newspapers at 10 percent, according to the Internet and Multimedia 2007 report by the Somerville, N.J.-based market research firm.
In 2002, 20 percent of U.S. consumers said they preferred the internet compared to 39 percent for TV and 26 percent for radio, according to Edison.
The survey involved 1,853 telephone interviews conducted in January and February with respondents age 12 and older who were chosen at random, according to Edison. Of those interviewed, 202 people were in the 12-17 age bracket; 186 were 18 to 24; 295 were 25 to 34; 355 were 35 to 44; 333 were 45-54; 217 were 55-64, and 265 were 65 and over.
Other highlights include:
- "Least essential" medium: Newspapers had the most mentions for this perception (35 percent), internet was mentioned by 24 percent (versus 33 percent in 2002), and both radio and television had the fewest mentions at 18 percent.
- "Most cool and exciting" medium: The internet was mentioned by 38 percent for this perception in 2007 (versus 25 percent in 2002); pulling ahead of television (35 percent versus 48 percent in 2002).
- Medium "using more lately": Television (37 percent versus 41 percent in 2002) leads this perception, although the internet (34 percent versus 19 percent in 2002) is catching up.
"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 Larry Rosin, president, Edison Media Research. "It is entirely possible that the internet will lead in all positive categories five years from now."
Discussion Questions: What surprised you about the findings in Edison Media's survey? In what ways are retailers still underestimating the potential of the internet as a tool for their business? Where are they overestimating the internet's potential?