The Internet and the ’43-Hour Day’

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Yahoo! and OMD have done some more research (globally) and found that the Internet and mobile are now central parts of daily family life. In fact, confirming other Burst Media research, the Yahoo! study shows that Internet surpasses TV and all other media in terms of time spent with it on a daily basis:

  • Using the Internet — 3.6 hours
  • Watching TV — 2.5 hours
  • Using instant messenger — 1 hour
  • Emailing — 1.2 hours
  • Listening to radio — 1.3 hours

Here are some other interesting bits from the release:

  • Two thirds (66 percent) of U.S. families surveyed use the Internet to research products, and 64 percent use a search engine every day . . .
  • Families . . . now rely on the Internet as their top source of information on travel, jobs, finance and automobiles. . . Newspapers are viewed as a strong secondary source, after the Internet, for information with a local flavor such as jobs, sports, concerts and events.

Here’s my longer post at Search Engine Watch. One of the things that’s really clear from the report is that marketers have to consider a range of media and be running integrated campaigns to maximize their effectiveness. It’s not an “or” world but rather an “and” one now.


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