Wednesday, February 4, 2009

media use survey

"...Ketchum launched Media Myths & Realities, an annual survey of media use in the U.S. and abroad. We conducted the 2008 research this past fall.

"This year’s study again looks at how U.S. consumers use media relative to the ways in which communication professionals deliver their messages...


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[The following is something I have been screaming at my peers in power for decades...and they still don't "get it". Since they don't, they also do not get new "customers"...and keep the ones they had. - S!ick]

...one thing is clear: The number of people seeking and getting advice is increasing.

For consumers facing decisions on what products to buy, where to go for vacation, which doctor to see or how to invest for the future, word-of-mouth may count more than ever...

...how can a company shape such conversations?

Listen.

There are no shortcuts...brands should listen to what people are saying and then ask, “How can we provide value to this community?...”


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[This reminds me of those idiotic promotional announcements that radio stations run on-air, and testimonial television commercials, of "regular"/"normal"/"everyday" people who say they listen to it... - S!ick]

...people will share information about your brand in authentic, organic conversations only if they want to...

...you can’t drive word-of-mouth...

...If a company offers a quality product that delivers something consumers need, someone will talk about it...

...consumers are relying more and more on each other for credible information on products and services.


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...Among U.S. consumers ages 45 and older, the use of search engines rose steadily since 2006, and among those 65 and older it increased by more than 60 percent. At the same time, search engine use has fallen among those 18 to 44, with the youngest adult consumers (ages 18 to 24) showing the biggest drop.

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...the number of American adults using blogs as a source of information has nearly doubled since 2006, from 13 to 24 percent...

"...As newspapers cut back on detailed coverage...blogs filled the void and in some cases have even provided more timely and better information...

"...nonjournalist sites can sometimes be more timely and break stories faster than traditional journalist sites..."


[And we are more willing to be more blunt, passionate, and honest about the subject(s) we post... - S!ick]

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Consumers in the U.S., the U.K. and Brazil turn first to television and the Internet to get information...

[Twice as much as newspapers and radio. Most newspapers are not free, and can be inconvenient to read; most radio stations do not put forth reasonable effort to compete for those in their listening areas and communities... - S!ick]
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