Study: Internet 2nd Most Essential Medium, But #1 in Coolness
Edison's "Internet and Multimedia 2007" study, conducted this past winter with Arbitron, reported that 36% of consumers age 12 and over chose TV as the "most essential" medium in their lives, followed by 33% choosing the Internet, 17% radio, and 10% newspapers.
In 2002, TV was also ranked "most essential" by 39% of respondents, followed by 26% for radio and 20% for the Internet.
Interestingly, the Internet also placed second when this year's respondents were asked to name the "least essential" medium, this time placing behind newspapers.
Here, 35% found newspapers "least essential," followed by 24% for the Internet, and 18% for both TV and radio. In 2002, the Internet had topped the "least essential" list, at 33%.
Finally, the Internet and TV swapped places in the category of "most cool and exciting medium," with the Internet getting this designation from 38% of respondents in 2007 versus 25% in 2002, and TV from 35%, down from 48% just five years ago.