According to new consumer data from Burst Media, older Americans (55+)—thought to be a die-hard audience for traditional media—are apparently adopting the Internet at the expense of those media: television, radio, magazines or newspapers (the study, reported in MarketingVOX, doesn't discuss YP).
The currency, breadth, accuracy and ubiquitous availability of the Internet and online content are responsible for the trend, according to Burst (vs. one year ago):
- 36.6 percent spend less time reading magazines
- 44.1 percent spend less time reading newspapers
- 44.0 percent spend less time listening to the radio
- 43.6 percent spend less time watching TV
The Kelsey Group's next UserView consumer survey will be conducted this quarter.