• by Joe Mandese  @mp_joemandese, July 16, 2009

Recessions may be bad for the media economy, but they appear to be improving the health of the media ecology. Faced with tough economic times, consumers are consuming more media, not less of it, especially electronic media like the Internet and TV. In fact, the recession is actually fueling Internet usage among people looking for advice and information to deal with troubling economic times, according to results of new research released Wednesday by the Pew Internet & American Life Project.

The study finds that nearly a third (31%) of online users are utilizing the Internet more often to get information about the economy in the past year vs. only 10% who said they are going online less often.

Other recent data from TV ratings researchers Nielsen Co., and from the Nielsen-funded Council for Research Excellence, have shown that the amount of time Americans spend watching TV actually is growing, not declining.

One reason for the boon in time spent with electronic media could be that some Americans have more time on their hands. Another is that they may be seeking cheaper or free entertainment options. But the new Pew study reveals that the need for economic information and advice has been a primary factor too.

"More than two-thirds of Americans - 69% - have used the Internet to help them with personal economic issues that have arisen in the recession and to gather information about the origins and solutions to national economic problems," the Pew report noted, adding, "That amounts to 88% of the adult Internet users in the country."

The study finds that the Internet also ranks high among media sources consumers are turning to for information and advice, especially as it relates to personal finance and economics. While TV still dominates as the No. 1 source for economic information among both the general population, and broadband households, the Pew study found that the Internet ranks No. 3 behind print media among the general population, and tied for No. 2 with print media in broadband households.

When it comes to personal finance information, the Internet is a close third behind print media and TV in the general population, but actually dominates as the No. 1 source in broadband households.

"The average American is using two-to-three sources of information to make sense of what is happening and plan personal coping strategies," the Pew report notes. "The process is best understood as networked individuals interacting with networked information. They talk to people, seek updates from media sources like newspapers and broadcast media, and actively search for insights that will help them explain what has happened to the economy and how they might adjust to those changes. Sometimes, they also launch an online conversation or otherwise pitch their ideas into the debate."