Surveys and Data

Consumers are using a wider variety of channels than ever before. Newer channels, such as blogs and social networking sites, are gaining more and more traction. The survey found that 26% of consumers use social networking sites, compared to 17% in 2006. The usage of blogs nearly doubled (24% in 2008 compared to 13% in 2006).

Consumer Usage of Online Media (% of US Consumers Using)
Online Media % of Consumers Using

2006

2008

Search engines

61%

59%

Email newsletters

40

42

Cable TV news sites

38

31

Social networking sites

17

26

Company website

22

26

Blogs

13

24

Shopping sites

17

35

Videocasts

6

11

Podcasts

5

7

Company Email blasts

7

9

Business news sites

8

8

RSS news feed

5

7

Mobile media

5

6

Source: Ketchum Public Relations, January 2009

Among influential consumers, the 10% to 15% of the population who initiate change in their communities, 32% read blogs written by journalists (vs. 8% of the general population), and:

  • 43% read blogs by non-journalists, compared to 16% of the general population
  • 70% of influencers use search engines, vs. 57% of the general population
  • 43% of influencers use video-sharing Web sites, vs. 25% of the ¬†general population
  • 29% of influencers use specialty information portals (such as WebMD), vs.16% of the general population
  • Influencers also use more new media such as videocasts (19%), RSS news feeds (15%), podcasts (12%), and mobile media (9%)

The use of more established media channels continues to wane. 65% of consumers use major network television news as a source of information (down from 71% in 2006). Local television news saw a sharper drop – 62% in 2008 compared to 74% in 2006.

Traditional Media Media Usage (% of Consumers)
Media % of US Consumers Using

2006

2008

Major network TV News

71%

65%

Local newspapers

69

63

Local TV news

74

63

Cable network news

47

49

Family/friends advice

44

47

Talk radio

36

31

Coworker advice

23

30

National newspapers

18

18

Consumer magazines

23

18

Trade magazines/newsletters

13

12

Celebrity endorsement

14

10

Source: Ketchum Public Relations, January 2009

Swerling concludes “… we’ve watched traditional mass communications give way to communications controlled by the masses… the melding of media is… demonstrated in the actions of legacy media, which are continuing to embrace and implement the principles of new media. Conversely, the journalistic principles that underline news organizations… accuracy, timeliness, objectivity… move to other delivery channels.”

citation: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=98611

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: