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The Internet Passes Radio, Closes in on Television As 'Most Essential' Medium in American Life, According to a New Report By Edison Media Research

Posted on: Tuesday, 26 June 2007, 12:08 CDT

SOMERVILLE, N.J., June 26 /PRNewswire/ -- Consumers' media perceptions and habits are changing as the Internet becomes an increasingly important medium for information and entertainment, according to a new Internet and Multimedia 2007 report by Edison Media Research. Consumers age 12 and older were asked to choose the "most essential" medium in their life; 33% chose the Internet, just behind television (36%), but above radio (17%) and newspapers (10%); in 2002, the Internet trailed TV on this perception by a significant margin (20% vs. 39%), and also trailed radio's 26%.

This new report looks at consumers' media perceptions trended against data from 2002. Other highlights include:

-- "Least essential" medium: Newspapers were named most for this perception (35%), followed by the Internet at 24% (was most mentioned in 2002 at 33%), and both radio and television had the fewest mentions at 18%. -- "Most cool and exciting" medium: The Internet and television have swapped places in the last half-decade. The Internet is mentioned by 38% for this perception in 2007 (vs. 25% in 2002); 35% now say television is "most cool and exciting" (vs. 48% in 2002).

"It is not a stretch to say that the Internet has become just as important as television as a primary 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. Edison Media Research and Arbitron will continue to track these items, and of course report to the public on the changes."

View the full report at http://www.edisonresearch.com/. How the surveys were conducted

In January/February 2007, telephone interviews were conducted with a random national sample of 1,855 Arbitron Fall 2006 survey diarykeepers, age 12 and older. In certain geographic areas (representing four percent of the national population), a sample of Arbitron diarykeepers was not available for the survey, and a supplemental sample was interviewed through random digit dialing.

In 2002, telephone interviews were conducted with a random national sample of 2,508 Arbitron Fall 2001 survey diarykeepers, age 12 and older.

All of Edison's industry studies are found on their website at http://www.edisonresearch.com/.

Contact Information: Jason Hollins Edison Media Research 908-707-4707 jhollins@edisonresearch.com

Edison Media Research

CONTACT: Jason Hollins, Edison Media Research, +1-908-707-4707, orjhollins@edisonresearch.com

Web site: http://www.edisonresearch.com/

Source: PRNewswire

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