Internet getting close to becoming ‘most essential’ medium in American life
Posted by Dennis Sellers 
Jun 28, 2007 at 1:13am
I almost feel guilty for not writing an iPhone column today (seems everyone else) is, but I’m kinda tired of writing about the communications device (though I hope it’s a big hit). Instead, let’s talk about the ever-growing influence of the Internet.
Since you’re reading this, you may not be surprised to find that consumers’ media perceptions and habits are changing as the Internet becomes an increasingly important medium for information and entertainment, according to a new report by Edison Media Research. Consumers age 12 and older were asked to choose the “most essential” medium in their life; 33 percent chose the Internet, just behind television (36 percent), but above radio (17 percent) and newspapers (10 percent). In 2002, the Internet trailed TV on this perception by a significant margin (20 percent verses 39 percent), and also trailed radio’s 26 percent.
In the study, newspapers were named as “least essential” medium by 35 percent, followed by the Internet at 24 percent (it was most mentioned in 2002 at 33 percent), and both radio and television had the fewest mentions at 18 percent. The Internet and television have swapped places in the last half-decade as “Most cool and exciting” medium. The Internet is mentioned by 38 percent for this perception in 2007 (verses 25 percent in 2002); 35 percent now say television is “most cool and exciting” (verses 48 percent in 2002).
“It is not a stretch to say that the Internet has become just as important as television as a primary source of information and entertainment in the lives of Americans,” says Larry Rosin, president, Edison Media Research. “It is entirely possible that the Internet will lead in all positive categories five years from now.”
I’d say that’s a given. After all, the Internet now offers LOTS of video (a la TV) and music (Internet radio). As for newspapers, well, I’ve always considered Macsimum as a virtual newspaper, so, in many ways, the Web is incorporating the various components of all the competing media.
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Dennis Sellers
Dennis has been a newspaper editor/reporter (seven years) and teacher (seven years). He has over 10,000 magazine, newspaper and online articles to his credit. He has also covered the Mac and tech industries for over a decade for such online publications as MacCentral, MacMinute and now MacsimumNews.
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