The lines between digital and traditional media channels are increasing blurring and audiences are more fragmented than ever before, according to the third annual Media Myths & Realities survey of 1,500 consumers from the US, UK and Brazil.
Overall media usage highlights:
- National newspapers are key info sources in the UK and Brazil.
- Blogs are gaining traction in the US and Brazil.
- Cable network news is growing in importance.
- Shopping sites are information destinations.
- Magazines are winners in Brazil.
Here are the country-by-country key findings:
- The lines between media channels are blurring.
- Search engines are more important than ever.
- Word-of-mouth is critical.
- Big media brands count more than ever in a Web 2.0 world.
- Search engines are their own news brands.
- Local newspapers present broad opportunities.
- Brazilians are avid consumers of information.
- Search rules.
The study was conducted in late 2008 by Ketchum Communications and USC Annenberg. The survey compares the media usage habits of 1,000 adult Americans; in the U.K. and Brazil, a total of 500 consumers were surveyed.