Internet getting close to becoming ‘most essential’ medium in American life

[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.”

Internet getting close to becoming ‘most essential’ medium in American life