July 2, 2007
Internet Closes in on TV as ‘Most Essential’ Medium
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?
BrainTrust
Recent Discussions
Discussion Questions
Poll
Many retailers and some of their branded supplier partners are still treating the internet and e-commerce as though it’s still separate and disconnected from the “real world.” This is so wrong.
It’s critical that marketers quickly come to grips with the “new reality” that what happens online is dynamically connected with what happens offline.
The internet should no longer be treated as an “also” department, nor an extracurricular effort. The practice of online marketing needs to be one integrated part of an entire marketing and execution plan, day to day, and interdepartmentally.
Go where your consumers are. For up to 12 hours each day, be it at work, home, or at play, your consumers are on the computer.
The merger of online/offline retailing isn’t about e-commerce. It is about the seamlessness of peoples lives. Having the familiar internet on their shopping cart will drive the merger, and retailers that don’t know how to leverage this approach will be left in the dust, whether now or ten years from now.
Of perhaps greater interest is the fact that what is required is a change of retailing mindset, and that change can occur and be profitable whether technology enabled or not. Tis a poor workman that complains of their tools. And the absence of high tech tools in the retail space is no excuse for NOT pursuing active, as contrasted with passive, retailing.
This article is probably the most important thing you’ll read this month. This is so instrumental to your business plans, marketing plans and the way you structure your future direction.
The internet will surpass television shortly. How can you take advantage of this wonderful marketing medium? Unfortunately, a lot of people look at the internet only from the e-tailing side. Many times when consultants recommend a budget be spent on the internet, the retailer will say, well we have a different division that handles e-tailing, or we aren’t interested in e-tailing. These retailers are overlooking the opportunity of maximizing relationship management with the internet, driving promotions to the store with the internet and building sales through this medium. Wake up! This is the future. If your staff isn’t internet savvy, it’s time to find some who are or to find help that can assist you in taking advantage of this new era.
The Internet is not just another tool for many people. For a large number of people, especially Gen Yers, the Internet is the central tool in their lives, connecting every aspect of their lives. Those are important consumers of today and tomorrow. Generations after them will be even more connected to the Internet. Any company that does not seamlessly integrate the internet with the rest of their business is choosing to loose customers of today and tomorrow.
The findings of the survey are not surprising at all, especially if you take time to watch how younger people are living their lives. Social Networking (MySpace, Facebook, etc.) are all a regular part of people’s lives, and this is a growing trend among older people as well (Eons). What is surprising is the lack of meaningful involvement retailers have with the Internet. Most retailers feel that if they launch a website, and keep it updated once every six months, they have an Internet strategy. Nothing could be further from the truth.
Retailers need to engage their consumers if they are going to continue to build loyalty with these shoppers. The sites have to be kept fresh on a daily basis. Retailers need to use the Internet to let their consumers know about special offers that are customized to each consumer based on an opted-in profile. Retailers need to have the Internet wirelessly available in their stores to allow the consumer to comparison shop, and to get additional product information prior to purchase. Consumers expect this convenience, and retailers that don’t adapt will ultimately lose their shoppers.
Are retailers underestimating the possibility of the Internet? Ask the average retailer CEO how Yelp, Twitter, Joost, and Zaadz might have an impact on her/his business. If they look at you as if you are from another planet, that will indicate their level of involvement with the Internet, and how much they are underestimating its impact.
You can’t get Internet from a newspaper, magazine, or on the radio, or at the movies although they can tell you about it. You can’t get Internet on your TV–except for a few clips or screens that are broadcast. You can get some Internet on some mobile phones, but it’s not very good.
But you can get them all–print, radio, video (on demand and broadcast) and two-way, fully interactive communications–on the Internet. It’s simply the most flexible, broad-based, generalizable, and dynamic media complex developed to date.
No surprise, then that the World Wide Web is poised to eclipse all other media in the hearts and minds of consumers. Thinking back, I think we always knew this had to happen–it was just a matter of how and how soon.
The NBA’s David Stern was recently asked about the all-time low TV audience for the NBA Finals (clearly a retail endeavor). His response, in part, was this: “[The Finals] led their times for the male demographic we were hoping for, and our network partners are happy, and our partners are happy. I describe our viewers a different way. I use a new dashboard that describes our viewers in a way that includes those that download, those that get us on YouTube, who get our highlights on NBA.com. The numbers are huge, and it may be that it’s something we’re so close to, we’re having trouble seeing that there is a huge shift in viewing habits.” Sounds like he’s on to something, and he didn’t even mention the streaming audio and video versions of NBA games now available via the internet.
(BTW, am I alone in wondering whether the consumer respondents who “preferred the internet” in the Edison study were internet users or not? I’d be interested in a research tab isolating users and non-users on this question.)
The internet is grossly overestimated as a trustworthy source of information. Since there are no limits or controls on what may be communicated via the internet, such as the standards and ethics required of FCC and print media members (the New York Times and Dan Rather notwithstanding), the internet is as much a source of misinformation as information. Blogosphere opinions become “facts,” feelings become data, and very little can be trusted intrinsically. For entertainment and marketing the internet will continue to grow in influence, but contrary to comments by Susan Rider and others, “the internet will [NOT] surpass television shortly” unless it’s in the category of useless drivel. It will not soon or ever overtake TV in the areas of entertainment, reliable news, or retail.
Targeted messages!!! I get so many e-mails from Petsmart, Target, Restoration Hardware, etc. that I’m beginning to not pay attention and delete them without reading. Please retailers, TARGET your messages! Do not send messages about women’s or children’s clothing sales to MEN and visa versa. Do send only ONE message about free shipping (daily reminders is overkill). And what I would really like, is to be contacted ONLY when brands I want are on sale, like Eukanuba at Petsmart and Elfa at the Container Store. Anything else clogs up my mailbox and makes me consider unsubscribing.
The internet is the most democratic way for people to communicate, share opinions, look for those who think like them, and generally form a sense of community. There are no limitations to the ability to be connected whatever your passion or interest. There is, of course, a dark side too. Since you don’t really know who you are communicating with, scams can occur easily. Retailers have to play the authority in the communication channel as people know who they are, the retailer cannot hide behind a false persona. However, being the authority can be used as an advantage, building trust where others might appear shady, projecting an image as, “you can rely on us,” provides a unique brand platform for them to link with customers, entice browsers, and find new employees.
It’s all true. I was recently asked, in a survey of futurists, to name the three most important trends of the past 10 years, and one of my three was the impact of the Internet on present and future life, business, leisure, marketing, selling and consumer service. Industry-leading retailers are investing hundreds of millions of dollars to integrate their in-store and online environments and operations.
The Internet will only become more ubiquitous, available, affordable, fast (broadband), efficient, user-friendly, media-rich and indispensable. No wonder Google went to $600+!
Retailers are still missing the boat when it comes to the use of the internet for better recruiting of front-line workers. Yes, the use of job boards is increasing but most retailers are still not looking at how the web can be used to help them increase the quality of the applicants they are getting. Some companies, like Macy’s, have jumped on the bandwagon in a big way and it has really paid off.
The neat thing is that if you build a great internet recruiting strategy, you will find that it will also increase the appeal to your customers.
Biggest surprise: why do Sunday papers still arrive stuffed with advertising? Every indication, not just the Edison Media study, says that too much money is being spent on newspaper ads. Newspaper advertising’s decline hasn’t been quick enough. Rationally, it shouldn’t go away completely, but the waste quotient is much too high. And why shouldn’t most ads reinforce the alternative media? In other words, newspaper ads should drive shoppers to the internet, internet sites should have copies of the print ads and TV commercials, etc. Most print ads show the site URL’s as a minor afterthought, not a major selling tool.
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Many retailers and some of their branded supplier partners are still treating the internet and e-commerce as though it’s still separate and disconnected from the “real world.” This is so wrong.
It’s critical that marketers quickly come to grips with the “new reality” that what happens online is dynamically connected with what happens offline.
The internet should no longer be treated as an “also” department, nor an extracurricular effort. The practice of online marketing needs to be one integrated part of an entire marketing and execution plan, day to day, and interdepartmentally.
Go where your consumers are. For up to 12 hours each day, be it at work, home, or at play, your consumers are on the computer.
The merger of online/offline retailing isn’t about e-commerce. It is about the seamlessness of peoples lives. Having the familiar internet on their shopping cart will drive the merger, and retailers that don’t know how to leverage this approach will be left in the dust, whether now or ten years from now.
Of perhaps greater interest is the fact that what is required is a change of retailing mindset, and that change can occur and be profitable whether technology enabled or not. Tis a poor workman that complains of their tools. And the absence of high tech tools in the retail space is no excuse for NOT pursuing active, as contrasted with passive, retailing.
This article is probably the most important thing you’ll read this month. This is so instrumental to your business plans, marketing plans and the way you structure your future direction.
The internet will surpass television shortly. How can you take advantage of this wonderful marketing medium? Unfortunately, a lot of people look at the internet only from the e-tailing side. Many times when consultants recommend a budget be spent on the internet, the retailer will say, well we have a different division that handles e-tailing, or we aren’t interested in e-tailing. These retailers are overlooking the opportunity of maximizing relationship management with the internet, driving promotions to the store with the internet and building sales through this medium. Wake up! This is the future. If your staff isn’t internet savvy, it’s time to find some who are or to find help that can assist you in taking advantage of this new era.
The Internet is not just another tool for many people. For a large number of people, especially Gen Yers, the Internet is the central tool in their lives, connecting every aspect of their lives. Those are important consumers of today and tomorrow. Generations after them will be even more connected to the Internet. Any company that does not seamlessly integrate the internet with the rest of their business is choosing to loose customers of today and tomorrow.
The findings of the survey are not surprising at all, especially if you take time to watch how younger people are living their lives. Social Networking (MySpace, Facebook, etc.) are all a regular part of people’s lives, and this is a growing trend among older people as well (Eons). What is surprising is the lack of meaningful involvement retailers have with the Internet. Most retailers feel that if they launch a website, and keep it updated once every six months, they have an Internet strategy. Nothing could be further from the truth.
Retailers need to engage their consumers if they are going to continue to build loyalty with these shoppers. The sites have to be kept fresh on a daily basis. Retailers need to use the Internet to let their consumers know about special offers that are customized to each consumer based on an opted-in profile. Retailers need to have the Internet wirelessly available in their stores to allow the consumer to comparison shop, and to get additional product information prior to purchase. Consumers expect this convenience, and retailers that don’t adapt will ultimately lose their shoppers.
Are retailers underestimating the possibility of the Internet? Ask the average retailer CEO how Yelp, Twitter, Joost, and Zaadz might have an impact on her/his business. If they look at you as if you are from another planet, that will indicate their level of involvement with the Internet, and how much they are underestimating its impact.
You can’t get Internet from a newspaper, magazine, or on the radio, or at the movies although they can tell you about it. You can’t get Internet on your TV–except for a few clips or screens that are broadcast. You can get some Internet on some mobile phones, but it’s not very good.
But you can get them all–print, radio, video (on demand and broadcast) and two-way, fully interactive communications–on the Internet. It’s simply the most flexible, broad-based, generalizable, and dynamic media complex developed to date.
No surprise, then that the World Wide Web is poised to eclipse all other media in the hearts and minds of consumers. Thinking back, I think we always knew this had to happen–it was just a matter of how and how soon.
The NBA’s David Stern was recently asked about the all-time low TV audience for the NBA Finals (clearly a retail endeavor). His response, in part, was this: “[The Finals] led their times for the male demographic we were hoping for, and our network partners are happy, and our partners are happy. I describe our viewers a different way. I use a new dashboard that describes our viewers in a way that includes those that download, those that get us on YouTube, who get our highlights on NBA.com. The numbers are huge, and it may be that it’s something we’re so close to, we’re having trouble seeing that there is a huge shift in viewing habits.” Sounds like he’s on to something, and he didn’t even mention the streaming audio and video versions of NBA games now available via the internet.
(BTW, am I alone in wondering whether the consumer respondents who “preferred the internet” in the Edison study were internet users or not? I’d be interested in a research tab isolating users and non-users on this question.)
The internet is grossly overestimated as a trustworthy source of information. Since there are no limits or controls on what may be communicated via the internet, such as the standards and ethics required of FCC and print media members (the New York Times and Dan Rather notwithstanding), the internet is as much a source of misinformation as information. Blogosphere opinions become “facts,” feelings become data, and very little can be trusted intrinsically. For entertainment and marketing the internet will continue to grow in influence, but contrary to comments by Susan Rider and others, “the internet will [NOT] surpass television shortly” unless it’s in the category of useless drivel. It will not soon or ever overtake TV in the areas of entertainment, reliable news, or retail.
Targeted messages!!! I get so many e-mails from Petsmart, Target, Restoration Hardware, etc. that I’m beginning to not pay attention and delete them without reading. Please retailers, TARGET your messages! Do not send messages about women’s or children’s clothing sales to MEN and visa versa. Do send only ONE message about free shipping (daily reminders is overkill). And what I would really like, is to be contacted ONLY when brands I want are on sale, like Eukanuba at Petsmart and Elfa at the Container Store. Anything else clogs up my mailbox and makes me consider unsubscribing.
The internet is the most democratic way for people to communicate, share opinions, look for those who think like them, and generally form a sense of community. There are no limitations to the ability to be connected whatever your passion or interest. There is, of course, a dark side too. Since you don’t really know who you are communicating with, scams can occur easily. Retailers have to play the authority in the communication channel as people know who they are, the retailer cannot hide behind a false persona. However, being the authority can be used as an advantage, building trust where others might appear shady, projecting an image as, “you can rely on us,” provides a unique brand platform for them to link with customers, entice browsers, and find new employees.
It’s all true. I was recently asked, in a survey of futurists, to name the three most important trends of the past 10 years, and one of my three was the impact of the Internet on present and future life, business, leisure, marketing, selling and consumer service. Industry-leading retailers are investing hundreds of millions of dollars to integrate their in-store and online environments and operations.
The Internet will only become more ubiquitous, available, affordable, fast (broadband), efficient, user-friendly, media-rich and indispensable. No wonder Google went to $600+!
Retailers are still missing the boat when it comes to the use of the internet for better recruiting of front-line workers. Yes, the use of job boards is increasing but most retailers are still not looking at how the web can be used to help them increase the quality of the applicants they are getting. Some companies, like Macy’s, have jumped on the bandwagon in a big way and it has really paid off.
The neat thing is that if you build a great internet recruiting strategy, you will find that it will also increase the appeal to your customers.
Biggest surprise: why do Sunday papers still arrive stuffed with advertising? Every indication, not just the Edison Media study, says that too much money is being spent on newspaper ads. Newspaper advertising’s decline hasn’t been quick enough. Rationally, it shouldn’t go away completely, but the waste quotient is much too high. And why shouldn’t most ads reinforce the alternative media? In other words, newspaper ads should drive shoppers to the internet, internet sites should have copies of the print ads and TV commercials, etc. Most print ads show the site URL’s as a minor afterthought, not a major selling tool.