Originally published August 20 2005
Internet use supersedes radio in Canada, survey says
by Mike Adams, the Health Ranger, NaturalNews Editor
The Globe and Mail reports that radio has been overtaken in popularity, according to an Ipsos Reid survey, which also found that 18-to-34-year-olds (a key demographic) spend more time on the internet than in front of the television.
For the first time, the Internet has eclipsed radio in popularity among wired Canadians -- and tops television in the key demographic of 18- to 34-year-olds.
The amount of time Internet-using Canadians spend on-line has surged 46 per cent in the past three years to 12.7 hours a week, compared with an average of 11 hours spent listening to the radio and 14.3 hours spent in front of the TV, according to an Ipsos Reid survey.
Three years ago it rated 16 hours of use a week, nearly twice the 8.2 hours given to the Internet at the time, the poll found.
I don't think it's realistic any more in our lives to expect someone to tune in to the news at 6 and to watch movies at 9," Sean McDonald said.
"Any advertiser looking at this [18-to-34-year-old] demographic should be re-evaluating their marketing strategies if they haven't already," said Catherine Rogers, a senior research manager at Ipsos Reid's media practice.
Spending on Internet ads has risen 68 per cent in the past three years, and this year advertisers in Canada will direct more than $400-million to Internet campaigns, according to the Interactive Advertising Bureau of Canada.
The challenge for the industry is not only great content, but finding a relevant way to interact with the audience through multiple forms of media.
For example, he says, tomorrow's radio station might offer listeners a way to buy over the Internet a song they have just heard.
Instead of taking direction from traditional, big-name brands, the savvy Internet user is getting direction on where to get information from on-line social networks, blogs and search engines such as Google, whose technology ranks pages by relevance and popularity.
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