Video Major Factor in Internet Topping Newspapers as Leading News Source: Sommers & Associates
A Pew Research Center survey finds, for the first time, more people rely on the internet rather than newspapers for news -- a result, Target Internet Marketing says, of a shift in credibility and authority to online sources from traditional media. This is driven largely by delivering information as video, audio, maps, directories and other forms.
Houston, TX, December 30, 2008 --(PR.com)-- Increasing user acceptance and the rising volume of video on the web is leading the Internet’s rise above newspapers as a preferred source of news for Americans, according to an analysis of recent survey data by Target Internet Marketing, a unit of Sommers & Associates.
“For the first time, more people say they rely mostly on the internet for news,” rather than newspapers, the Pew Research Center for the People & the Press said in a report issued before Christmas. For 40% of Americans, the internet is the primary source of national and international news according to the Pew survey, while just 35% identify newspapers as the source they rely on.
The Pew data shows the number of people relying primarily on the internet for news increased 67% since last Fall. TV news remains on top at 70%.
Shift in Credibility
“Credibility, authority and usage are migrating to online sources from traditional media,” observed Target Internet Marketing president Tom Sommers, citing other recent surveys that found similar trends in online information gathering outside the news arena:
· More than 50% of consumers -- and over 90% of business purchasers -- search the internet before buying; and
· Websites rank #1 as the "single greatest source of influence" on shopping decisions by online consumers.
Knowledgeable observers have seen this shift occurring, according to Sommers. Real Clear Politics’ analysis was that “The Internet's gain in 2008 was partly fueled by the heated presidential election.” And regarding the internet and print press, the political web site commented: “The two trains have passed each other in broad daylight.”
TechCrunch put it this way: “Pew Survey Confirms What We All Know: Net Beats Newspapers As A Source For News.”
Video Impact
Much of the internet’s growing credibility comes from its ability to deliver information in the form of images, audio, maps, directories and most importantly, video, Sommers said. “More than half the new material added to the internet each day is video. The number of video users will grow over twice as fast as overall internet penetration in the next five years.”
Marketing & Communications Implications
“The Pew data confirms for any marketer, educator, or community member the internet’s quickly growing authority and credibility on news and other subjects,” Sommers concluded. “Online video is an important driver of growing internet use, and anyone who is not using video on the internet to reach their important audiences is probably either not connecting with them, or is spending way more than necessary on things like advertising, sales calls or direct mail.”
Target Internet Marketing
Target Internet Marketing (http://www.targetinternetmarketing.com) is a Houston-based internet marketing consultant focused on leveraging video, keyword strategies and proprietary distribution and follow-up methods to enable clients to achieve high search engine rankings on topics of top interest to their target audiences.
A video describing Target Internet Marketing’s analysis of the Pew survey findings is available at http://uk.youtube.com/watch?v=q5HYB85DE6E&feature=channel_page.
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“For the first time, more people say they rely mostly on the internet for news,” rather than newspapers, the Pew Research Center for the People & the Press said in a report issued before Christmas. For 40% of Americans, the internet is the primary source of national and international news according to the Pew survey, while just 35% identify newspapers as the source they rely on.
The Pew data shows the number of people relying primarily on the internet for news increased 67% since last Fall. TV news remains on top at 70%.
Shift in Credibility
“Credibility, authority and usage are migrating to online sources from traditional media,” observed Target Internet Marketing president Tom Sommers, citing other recent surveys that found similar trends in online information gathering outside the news arena:
· More than 50% of consumers -- and over 90% of business purchasers -- search the internet before buying; and
· Websites rank #1 as the "single greatest source of influence" on shopping decisions by online consumers.
Knowledgeable observers have seen this shift occurring, according to Sommers. Real Clear Politics’ analysis was that “The Internet's gain in 2008 was partly fueled by the heated presidential election.” And regarding the internet and print press, the political web site commented: “The two trains have passed each other in broad daylight.”
TechCrunch put it this way: “Pew Survey Confirms What We All Know: Net Beats Newspapers As A Source For News.”
Video Impact
Much of the internet’s growing credibility comes from its ability to deliver information in the form of images, audio, maps, directories and most importantly, video, Sommers said. “More than half the new material added to the internet each day is video. The number of video users will grow over twice as fast as overall internet penetration in the next five years.”
Marketing & Communications Implications
“The Pew data confirms for any marketer, educator, or community member the internet’s quickly growing authority and credibility on news and other subjects,” Sommers concluded. “Online video is an important driver of growing internet use, and anyone who is not using video on the internet to reach their important audiences is probably either not connecting with them, or is spending way more than necessary on things like advertising, sales calls or direct mail.”
Target Internet Marketing
Target Internet Marketing (http://www.targetinternetmarketing.com) is a Houston-based internet marketing consultant focused on leveraging video, keyword strategies and proprietary distribution and follow-up methods to enable clients to achieve high search engine rankings on topics of top interest to their target audiences.
A video describing Target Internet Marketing’s analysis of the Pew survey findings is available at http://uk.youtube.com/watch?v=q5HYB85DE6E&feature=channel_page.
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Sommers & Assoc.
Tom Sommers
713-222-1600
www.targetinternetmarketing.com
Tom Sommers
713-222-1600
www.targetinternetmarketing.com
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