US study reveals changing media habits
A new US study reveals that newspapers and magazines are not considered as relevant as they used to be and are the easiest media to eliminate from usage.
The consumer trend report from TargetCast tcm found that the biggest usage declines were among men and young adults aged 18-34 in newspapers, magazines and radio.
TV and internet, respectively, were identified as the most important media, although young adults aged 18-34 ranked the internet as more important than TV.
Sixty percent of consumers said newspapers needed to change the most to stay relevant, compared to 30% for magazines and nearly 20% for radio. Fewer than 10% felt that TV or the internet needed to change to stay relevant.
| Media | Using More | About the Same | Less |
|---|---|---|---|
| TV | 19% | 68% | 13% |
| Radio | 12 | 71 | 18 |
| Magazines | 10 | 60 | 30 |
| Newspapers | 9 | 58 | 33 |
| Internet (information) | 42 | 54 | 4 |
| Internet (entertainment) | 28 | 59 | 13 |
The study indicated that there is a marked difference in attention to digital media between adults ages 18-34 and adults and those older than age 35, with adults aged 18-34 more likely to have replaced newspapers and magazines with internet content, while adults older than 25 are more likely to consider magazines and newspapers as valuable sources of information
Research released in September by The Nielsen Company found that US newspaper websites attracted more than 70.3 million unique visitors in June 2009, equating to 35.9% of all US internet users.
Elsewhere, a study conducted by MORI Research 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.