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Survey: Internet “most essential” medium

Posted by Michael Bloch in online world (Tuesday April 13, 2010 )

A recent survey has found that the Internet has for the first time become more the important medium in the majority of American’s lives.

The survey by Arbitron and Edison research found when given a choice along with television, radio, and newspapers; 42 percent chose the Internet as being “most essential,” with 37 percent selecting television, 14 percent radio, and only 5 percent choosing newspapers. Television still has a stronghold in the 45+ age group; but the Internet dominates the age 12 to 44 bracket.

The survey report also states while 78 percent of teens and 77 percent of people aged 18 to 24 have social networking personal profile pages, 65 percent of 25 to 34s (65 percent) and just over half of 35 to 44s (51 percent) also now have personal profile pages. The study also shows 30 percent of Americans over the age of 12 with a social networking profile access the associated social networks several times a day compared with only 18 percent one year ago.

The survey found broadband access has plateaued at 84 percent of homes with Internet access having broadband connections. As well as Google now using site speed as signal for ranking calculation, this is also a good reason to optimize page load times – 16% of Internet connected homes without broadband connection is still a healthy chunk of people still accessing the web at slow connection speeds.

A total of 1,753 persons were interviewed to investigate Americans’ use of digital platforms and new media in the Arbitron and Edison research survey. Read the full report here.


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