Americans turning to online and radio for news
Americans are increasingly turning to online and radio sources for news and information, while relying less on daily newspapers and television, according to a new study.
In the second year of a media use and credibility survey conducted by Opinion Research Corporation and sponsored by ARAnet, daily newspaper usage dropped 4.1% and television usage dropped 3.6%, while radio usage increased 2.9% and online usage increased 1.9%.
Credibility ratings for nearly all types of media rose slightly from a year ago.
The study of 1,000 US adults measured the percentage of news and information Americans receive from various media sources each month. Consumers reported getting 31% of their news and information from television, and 19.4% from both radio and daily newspapers.
The media use rankings of the survey, conducted by phone 10-13 September 2009, were:
- • Television: 31.1% (down from 34.7% a year ago)
- Daily newspaper: 19.4% (down from 23.5%)
- Radio: 19.4% (up from 16.5%)
- Online: 14.6% (up from 12.7%)
- Weekly community papers: 4.4% (down from 5.1%)
- Free shopper newspapers: 2.9% (up from 2.2%)
- Magazines: 2.1% (up from 1.6%)
Recent research conducted by The Nielsen Company for the Newspaper Association of America (NAA) found that US newspaper websites attracted more than 70.3 million unique visitors in June 2009.
In August, a study conducted by MORI Research for the NAA revealed that US consumers say they rely on newspaper advertisements more than ads in any other medium when they are planning, shopping and making purchase decisions.