When referring to the shift from ‘old’ to ‘new’ media one piece of research I refer back to again and again is a question Ofcom (the UK equivalent to the FCC) regularly asks consumers – what one piece of media can you not live without? I use it, as it is a stat that gets to the bottom of which media really matters to the consumer
Previous results showed that TV is still far in front with the Internet a distant second and newspapers nowhere to be seen. But for 18-25 year olds the results were somewhat different. Mobile phones and not PC+Internet were in second place. TV was in front, but not by much.
Now the situation has changed and an important milestone has been crossed:
TV remains the most-missed media for UK adults as a whole, although this has decreased from 50% in 2009 to 44% in 2010. But for the first time, adults aged 16-24 mention using a mobile phone (28%) and using the internet (26%) ahead of watching television (23%). Result – TV only campaigns are increasingly leaving consumers behind, and if you haven’t got a mobile element you are missing a lot of young adults completely.
Trust in social media increases
Another key stat, trust in information that you see on social media has increased.
34% trust what they read in newspapers, while 59% trust what they read on news websites. As another study showed, online articles command more attention than their print equivalents – the two stats may well be connected.
However at the same time, more consumers now trust rather than distrust what they read on social networks – 36% vs 33%. That trust is most likely to be highest among women, 16-35 year olds and ‘AB’ higher earners.
- Youths inseparably hooked to mobile phones (news.bioscholar.com)
- Young people ‘would rather live without TV than mobiles or net’ (guardian.co.uk)
- Global Mobile Broadband Market To Be Worth US$ 233 Billion By 2015 But ARPU Will Decline (telecomjunction.wordpress.com)