Online Marketers Rejoice: Online Audience Growing, TV Audience Shrinking

SMS Text

While reading Al Gore’s The Assault on Reason I was struck by his emphasis on television as the best medium for engaging an audience and getting your message out in a fast and efficient manner. Struck by his statistics on how television is seemingly more important than online advertising I decided to do some research.
The argument he made was that the average person (a lot of this is specific to the average American) spends more time watching television than online, browsing the web. And even out of the users browsing the web, a majority of these users have their television on at the same time as they are doing their browsing. In absolute terms it makes sense that more hours are spent watching television than on the web, simply because almost 99% of the homes in America have at least one television set and a majority of them have more than one.
However, before we can make more sense out of the data we have to make an exception. Compared to the 99% penetration of televisions, internet penetration is around 69.5% with regular usage at 67.9%. While television advertising might be the right medium for most brick and mortar corporations, when it comes to web-based services we have to look at a relative ratio of hours spent on each media in homes that have both wired computers as well as television sets.
msaleem_mpenamer.png
When you look at this data you find that internet-enabled homes spend on average 2 fewer hours watching television than those without the internet and in fact this number is growing as the internet market penetration increases and more people seek media online as can be seen in the following chart:
msaleem_mpenamer2.gif
Furthermore, from the teenage audience, according to a study by the Business Software Alliance and Harris Interactive, 41% of teens consider their home computer as the most important device they use whereas only 8% pointed to the television:
msaleem_mpenamer3.gif
What we are seeing, especially in the younger age group, is a healthy migration towards online media compared to televised media which is excellent news for online marketers looking for a younger and growing audience.

Subscribe to SEJ!
Get our weekly newsletter from SEJ's Founder Loren Baker about the latest news in the industry!