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Tag: prefer Internet

  • US mothers prefer Internet to TV for info

    MUMBAI: This is news that should give the US advertising community targetting the mother, food for thought on where they should allocate budgetary resources. The internet is turning out to be the information source that American mothers turn to the most. The information is contained in a study conducted by C&R Research which was commissioned by Disney Online.
     
    84 per cent of mothers who use the Internet said that if they had to give up one type of media, they would miss the Internet more than any other source of information or entertainment. The study’s methodology used segmentation analysis to identify four distinct groups spanning heavy Internet users to non-techie moms.

    The study also found that including email, moms now use the Internet almost twice as much as they watch TV. They spend 13.2 hours a week online versus a mere 7.6 hours per week sitting in front of the idiot box. The Internet outranks TV, radio and magazines as a trusted source of information. Only newspapers were ranked higher by just three per cent.

    The data showed interesting commonalities between three segments — The Yes Mom, Mrs. Net Skeptic, and Tech Nesters — which together comprise 77 per cent of the 31 million moms online. Commonalities include use of the Internet for information gathering, purchase research and openness to online advertising that provides tips and suggestions that relate to family life.

    Disney Online senior VP, MD Ken Goldstein was quoted in a company release saying, “We found it enlightening that a segmentation analysis pointed to strong similarities in online attitudes, behaviors and needs. The fact that these Internet moms are interested in Internet ads related to family life suggests that online media can be purchased using many of the same buying techniques used in traditional media planning — by segment as well as by reach. Where we give moms useful information, it is clear that they are embracing online advertising as a tool in their decision making.”

    Nine out of 10 Internet moms agree that they want to simplify their lives and the Internet helps fulfill that function. The mothers surveyed ranked weather, food and cooking, entertainment, news, health, and parenting as the most popular types of sites to visit. 64 per cent of the Internet moms embrace ads that provide ideas, tips and suggestions that are family-related.

    The study was conducted from July to December 2003. Over 1,800 moms with kids aged 6-14 were recruited using the C&R Research KidzEyes panel, a statistically representative online panel. A sophisticated segmentation analysis was also performed.

  • US teenagers prefer Internet to TV Carat, Yahoo! study reveals

    MUMBAI: It was bound to happen. The idiot box is increasingly losing out to silicon – aka the computer. Specially as far as the youth are concerned. At least that’s what a new study amongst American youth by Carat North America and portal Yahoo has revealed.

    The report has revealed that young people in the US spend the maximum amount of time, on an average, each week with the Internet (16.7 hours) compared to other forms of media.

    The results of the study were announced last week at “Born to be Wired: Understanding the First Wired Generation,” Yahoo!’s conference for marketers, which is designed to further explore and understand the media consumption patterns of teens and young adults, and how marketers can best communicate with this group.

    The survey was carried out by Harris Interactive and Teenage Research Unlimited amongst 2,618 people between the ages of 13 and 24 in June for Yahoo!.

    Carat discovered that teens spend 13.6 hours each week watching TV and only six hours a week reading books or magazines for pleasure. Additionally they spend 12 hours listening to the radio and 7.7 hours talking on the phone.

    The reason that the youth gave for this propensity towards the Net: it provides them control like no other medium does, especially considering the fact that users can personalise their experience online.

    Apparently, teenagers are not just pfaffing around online. A study by comScore Media Metrix determined at the end of 2002 showed that teens between the ages of 12 and 17 spend a gargantuan 41.5 minutes on sites with some corporate presence. This compares to the average of 26.6 minutes each day they spend on instant messaging (IM) applications, 24.4 minutes each day on game sites.

    The survey by Carat and Yahoo revealed that teenagers are using the Internet as a “hub” — or primary media — while other media are being used as a starting point for the online experience. It additionally disclosed that today’s teens and young adults are not overwhelmed by the abundance of media choices like cable stations, networks, magazines and radio, but rather feel empowered by it and are able to multi-task — using more than one form of media at a time — more than any other generation.

    “It is so important for marketers to understand the sea change that is taking place in media consumption habits. Nowhere is this more pronounced than in the teen segments,” Carat Interactive president Sarah Fay is reported to have told the rapt audience at the Yahoo conference.

    She added: “This study gives us insight that helps not only to determine the appropriate media mix for reaching teens, but more importantly the role of each medium, and how the dots connect within that mix. This new information will guide us into the future as consumer media habits continue to morph toward more diverse and fragmented mediums.”

    With computers becoming increasingly ubiquitous in Indian homes and cybercafes spreading far and wide, it is quite likely that studies amongst India’s young people will reveal that their consumption of the WWW is also going up.