Thursday, September 24

Reaching Customers: How Media Stacks Up


According to a new study from Opinion Research Corporation and sponsored by ARAnet, consumers are turning to online and radio sources for news and information and relying less on daily newspapers and television. This is the second year that Opinion Research Corporation has conducted the study.

Media Rankings by Opinion Research Corporation

• Television: 31.1 percent, down from 34.7 percent
• Daily newspapers: 19.4 percent, down from 23.5 percent
• Radio: 19.4 percent, up from 16.5 percent
• Online: 14.6 percent, up from 12.7 percent
• Weekly community papers: 4.4 percent, down from 5.1 percent
• Free shopper newspapers: 2.9 percent,up from 2.2 percent
• Magazines: 2.1 percent, up from 1.6 percent

Additional Research Highlights

• Respondents with household incomes of $100,000 or more receive considerably more news and information from online sources (23.1 percent versus 14.6 percent for the general population)
• College graduates reported using online sources more frequently (20.0 percent)
• People 18-to-34 reported the highest reliance on online sources (22.2 percent)
• Hispanic respondents were more likely to prefer online sources (21.0 percent)

What The Shift Means

"The survey results — especially that high earners and college graduates are continuing to move toward online sources of news and information and that the credibility of those sources is on the rise — reinforce that Americans are continuing to change the way they consume media," said Dave Fleet, senior consultant for Thornley Fallis Communications, in a release.

Beyond finding new ways to reach consumers, companies and organizations that have virtually no online presence or a Web site only presence may want to rethink their current communication strategy.

With increased frequency, consumers often search for companies and opinions about those companies online after they see news stories or advertisements about that company on radio, television, or in newspapers. So in many cases, paid and earned exposure across traditional media can increase competitor sales when customers follow up online.

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