Market Research as an industry is tripping over itself in its rush online. Web surveys, market research 2.0, surveying via social networks, and mobile research applications are the rage. Traditional ways of collecting data have been declared dead. But is the industry simply succumbing to a fad?
On May 1st, the Economist published a special report on television called “Changing the Channel.” Arguing that television is weathering the Internet storm better than other types of media, the Economist cited data from the Kaiser Family Foundation from 2009 reporting that 8 to 18 year olds in America are watching more television than they were in 1999. Thanks to multi-tasking America’s youth spend about half of their media time with television and the other half spread across movies, music, print, video games and online (computers). (Note: the Economist requires a subscription to view past special reports online. The reports may be purchased at the site.)
Moreover, while the average YouTube users in the U.S. spent 26 minutes watching videos a day, the average television viewers spends 5 hours watching television. Note as well that television has far greater ubiquity than online service among the U.S. population.
Combine these facts with a new study reporting that 90% of television viewers are interested in more interactive television and a majority would reduce their time online if their televisions were so.
Television is still, by far, the medium of choice among Americans. What happens when television competes directly with online services for personalization?
Maybe the future of market research resides on television as well.
Comments welcome.
Dr. Bob
