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This Just In…
Ketchum, USC survey reveals media channel lines continue to blur
January 13, 2009
As Americans buy products, seek information, plan their social lives and make personal and business decisions, the lines between media channels in the 21st century have become increasingly blurred, according to the 2008 U.S. Media Myths & Realities survey.
This melding of media means that content once owned by a specific medium can be found on nearly all platforms — a shift that has helped create an increasingly participatory and fragmented media landscape.
The survey, released yesterday and conducted annually by Ketchum and the University of Southern California Annenberg Strategic Public Relations Center, revealed, for instance, a steep rise in the use of shopping Web sites among consumers, doubling from 2006 to 2008 (17 percent to 35 percent). More revealing still, about half of those (44 percent) who visit shopping Web sites read consumer reviews and comments found on the site, demonstrating that these sites have transformed into virtual social gathering places and information destinations. Consumers are placing more trust in the experiences of their online peers than the retailer’s product descriptions, which is one example of the broadening definition of a social networking site.
This burgeoning participatory media landscape means media audiences have just as much influence, if not more, than the content providers themselves.
This year’s survey shows how media has changed since 2006 in the United States. Separate surveys were conducted in Brazil, which analyzed changes in Brazilians’ media usage from 2007 to 2008, and, for the first time in 2008, a study was conducted to examine media consumption in the United Kingdom. In 2008, the university partnership has been expanded to include the Bournemouth University Media School for the U.K. study.
You can access additional information about the survey at Ketchum.com, including survey methodology, bios for the study's leadership team and survey questionnaires.
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