How does new media stack up against traditional media?
There’s and interesting bit of research from Ketchum/University of Southern California on user trends in media usage by consumers. In brief, one of the key findings is that consumers rely more on TV and press than the web, in making their buying decisions. Good news for media owners you would have thought – except like many academic studies the element of cost does not figure – comparisons in terms of effectiveness per pound (or dollar) might show a very different picture.
Another interesting finding is the importance of recommendation by a trusted friend in making buying decisions. This is probably further endorsement for social internet as a tool for enhancing brand reputation bu recommendation.
Read the summary of the report here.