The channels people use for information can depend on accessibility, immediacy, and accuracy.
One constant in many American lives is the news. People purposefully seek it out. The only difference is where people are accessing it.
According to MediaPost, the Internet is continually growing as a major news source. However, television still remains dominant with 66% of those surveyed. Radio tends to be more consistent; however, it is the medium that people accessed the least to acquire news. Newspaper has declined 55% in 2003 to 31% in 2010.
The study also mentions that young people, between the ages of 18 and 29, said the main news source is the Internet rather than TV. Americans in the next age group, between the ages of 30 and 49, showed gain with the Internet as well; however, television is still the main source.
The channels people use for information can depend on accessibility, immediacy, and accuracy. It’s important for advertisers to be aware of which channels are being utilized and by whom. That way, advertisers can properly cater the message to the captive audience.
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