September 20, 2007

Benchmark 2007: Media

Online Media Use Is Growing But Still Lags TV

This is the eighth document in the "State Of Consumers And Technology: Benchmark 2007" series.

by James L. McQuivey, Ph.D.

with Ellen Daley, Heidi Lo, April Lawson

Executive Summary (This is a document excerpt)

The average adult watches TV 12.4 hours per week, nearly twice the time that they report spending on any other medium. Despite their busy lives, Early Adopters spend 2 more hours per week with the media than anyone else, a direct result of their intense personal Internet use. Network television has nothing to fear overall. Nearly seven in 10 adults regularly watch the top three networks ABC, CBS, and NBC, with Fox just behind at 57%, American Idol notwithstanding. For marketers who want to pitch technology and other products to the prized Early Adopter segment, this summary of media use shows where to reach them.

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