According to a recent report by The Media Audit, in the past three years, the average U.S. adult has nearly doubled their daily use of the Internet as the average U.S. adult spent 2.1 hours per day online in 2006, compared to 3.8 hours in 2008, an 81% increase over three years. I'm sure this is not a surprise for anyone.
However, in the same report, this statistic may be surprising: the internet now represents nearly 1/3 of the typical "media day" for all U.S. adults when compared to daily exposure to newspaper, radio, TV and outdoor advertising. And those who are considered heavy newspaper readers spend about as much time online today as the typical U.S. adult. According to the report, heavy newspaper readers, those who spend more than an hour per day reading, currently spend 3.7 hours per day online. In 2006 the Internet represented only 18.4% of a heavy newspaper reader's "media day," but today it represents 28.4%.
Yes, friends this trend proves it -- the newspaper is not dead, it just isn't printed. It's still news and people want it, they just don't need it on paper. How about coining a new "label" for newspapers like "newsnet" or "newstronic" or "newsdigital" or "newsputer" or "newsscreen." I know these names may be lame, but you get my point.
Bob Jordan, President of The Media Audit concludes that, "Daily newspapers were the first to embrace a multi-platform distribution strategy amidst a period when consumers were spending more and more time with the Internet. And as a result, newspapers followed the way of the consumer. By doing so, they have broadened their reach to include younger consumers. And these consumers are buying new cars and driving sales for retailers who represent a significant portion of the newspaper industry's revenue... "
It's nice to read some positive reports regarding the newspaper industry and for those newspaper publishers that adapted quickly to internet usage. Read more about the study here.
Finally, the next time you finish reading the news at your favorite breakfast spot, just leave your laptop for the next person. That's my thought, what's yours?
Comments