Posted on 06/06/2006 6:17:27 AM PDT by abb
Web media is the dominant at-work media and No. 2 in the home, according to a new report from the Online Publishers Association.
A research project, conducted by Ball State University's Center for Media Design, tracked the media use of 350 people every 15 seconds. The subjects represented each gender, about equally, across three age groups: 18 to 34, 35 to 49 and 50-plus. The people were monitored by another person for approximately 13 hours, or 80 percent of their waking day.
"Someone actually came into their homes and workplaces and had a handheld computer, every 15 seconds registering their media consumption and life activities," Pam Horan, president of the Online Publishers Association (OPA), told CNET News.com.
According to Horan, this is the first type of study of its kind. Previously, consumers were monitored for media usage by phone survey or diary method.
Not surprisingly, newspaper use peaked in the morning; that print media was consumed by 17 percent of the subjects between 8 a.m. and 11 a.m. When this media was combined with Web consumption, the potential reach for advertisers climbed to 44 percent. During the same morning period, the number of consumers using magazines jumped from 7 percent to 39 percent, and from 44 percent to 62 percent for television.
"The point is that there is an incremental reach that someone can gain by putting together a multimedia campaign," Horan said.
A conservative estimate from the study says 17 percent of overall media is consumed via the Internet, and Horan notes that other researchers like Forrester have placed that number even higher.
The OPA-commissioned study also used census data to determine the spending habits of its 350 monitored subjects. Web dominant consumers' retail spending averaged $26,450, while the TV-dominant group's spending averaged $21,401.
(Excerpt) Read more at nytimes.com ...
One of the joys of a summer evening is baseball on the tube. Since the advent of cable, I'd estimate that I've had, on any given night, on my system, anywheres from 2-6 games available. Which means that I have never!, NEVER!!, NEVER!!! watched a single commercial during a baseball game. I use the remote to switch to find a game in progress during the exceedingly lengthy commercial breaks...except for the occasional forays to the fridge or the john..
"Bad news for the Dinosaur Media."I tend to question the veracity of any article from the NYTimes,but i can relate to the results.Most of my news now comes from the net or Fox.
Actually this article was published first on CNET news and picked up by the NYT.
http://news.com.com/Study+Web+is+the+No.+1+media/2100-1024_3-6080280.html?tag=nefd.top
"A conservative estimate from the study says 17 percent of overall media is consumed via the Internet..."
Of course it's the #1 at work...most people have a computer in front of them, and it would be very conspicuous to sit at work with a newspaper in front of you. Stands to reason, it's #2 at home, because almost everyone has a tv in most rooms, and not that many listen to the radio at home...besides, turning the tv on, is about the easiest thing one can do at home.
The cul de sac our son and dil live is like your street. I don't think that there are any subscribers to the Gay Ronicle and any local newspaper.
We have a lot of elite liberals on our cul de sac, and they subscribe to the Gay Rhonicle and the local rag.
For the price of critical thinking the Inet provides infinitely higher quality data than a MSM mythos built on a shared supposedly superior subtext.
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