Report finds Internet cool but television essential

Five years ago the Internet was voted “least essential” medium, now it’s giving television a run for its money.

by Helen Leggatt

In 2002, the Internet was a fairly “cool” medium, but not particularly essential, according to Edison Media’s research at that time. Back then television was by far the coolest medium overall as voted by 48 percent, followed by the Internet with 25 percent, radio 16 percent and newspapers just 3 percent.

The new “Internet and Multimedia 2007” report, by Edison Media, sees the Internet replacing television as the coolest media with 39 percent, followed by television with 35 percent. The Internet hasn’t quite managed to oust television from the top spot in terms of essentiality, but is closing the gap at 33 percent versus television's 36 percent.

However, within the 12-44 year old age groups, the Internet is the most essential medium, found the research. Furthermore, the older generations, 55 and over, still believe television to be cooler than the Internet.

"It is not a stretch to say that the Internet has become just as important as television as a primary source of information and entertainment in the lives of Americans," said Larry Rosin, President, Edison Media Research. "It is entirely possible that the Internet will lead in all positive categories five years from now."

Interestingly, the Internet was also voted second “least essential” medium overall by 24 percent (behind newspapers with 35 percent).