Equal time for online and TV research – a cause for concern?

The results of Forrester’s recent ‘Understanding the changing needs of the US online consumer 2010’ study have come under fire this week, with some sources suggesting the results are incorrect.

Forrester’s report found that in January and February this year, the average US household watched 13 hours of traditional broadcast TV a week, and spent an equal 13 hours online.

However, both Nielsen and comScore data contradict these results.  According to Nielsen data, the average American watched 38 hours and 44 minutes television per week in the first quarter of 2010, while comScore said average internet use in the same period totalled 7 hours and 24 minutes.

The difference in numbers is quite substantial, raising questions over Forrester’s methodology.  The Forrester survey is entirely based on self-reporting, or what the 30,000 respondents ‘say’ is their consumption.  An article on paidContent.org suggests the difference between Forrester’s subjective metric and an objective metric is significant.

ESPN, which has openly questioned the original report, said self-reporting is known to be inaccurate. It is thought that TV viewing is under-reported, while online and mobile video usage is over-reported.

Forrester’s lead researcher on the report, Jacqueline Anderson, said in a blog post on the site: “The data we present in this most recent Technographics® report is self-reported, so the metrics aren’t the same as those you’d see from a Nielsen or comScore.”