Internet beats TV to become world's favorite medium

A recent global study into attitudes towards media and advertising found that the Internet has pipped television to the post as the world's favorite medium, according to media tracking firm, Synovate.

by Helen Leggatt

synovate logo.jpg Synovate surveyed over 8,600 people across 11 countries to discover their media likes and dislikes and the part it plays in their day to day lives.

While 69% said they could not live without television or would miss it significantly if it wasn't available, more (70%) said the same of the Internet.

The British have the biggest dependency on the Internet, found the study, with 92% citing it as absolutely necessary to their day to day lives.

Across the globe the Spanish (91%), Australians (90%), Dutch (89%) and Americans (89%) say the same.

"It's not just information and entertainment, it's communication and networking," said Synovate Director, Philip Shaw, of the British audience.

"The Internet's multifaceted nature makes it more compelling. This is something that TV cannot match. Advertisers are increasingly moving marketing budget online. For now, they need to ensure campaigns are effectively integrated across all media but platform convergence means that we will soon cease to think of TV and the Internet as separate things."