Monday, January 19, 2004

Internet Use Statistics for 2003 ::: Internet Use Grows to 69 Percent of US Adults [Slashdot] Is there any question that the internet has become at least as powerful a medium as television?  It seems evident that our sources of information, communication and entertainment have evolved far beyond network TV.  In fact, the media is so much more fragmented, the issue is whether the public will maintain predictable behaviors.  I think not. Convergence may not be the answer either.  In fact, convergence may contribute to the fragmentation of media as users become less and less controlled by the limitations of their devices.  TV in the early days was the ultimate marketing tool.  There were only a few choices and one could bet on families watching the same shows week after week, day after day.  Now, we have so many choices and so many devices concurrently in use, it is much more difficult to parlay the marketing dollar to effective coverage.  In effect, there is far too much distraction.  So this is a challenge. There is a bright side too.  The playing field (a worn out phrase) is flat.  The opportunity for small budgets is bigger.  Competition is wearing down the old guard as they are finding viewers, listeners and readers to be drawn away by the lure of information on demand.  Interactive media. This is no prognostication but a reality.  Today's internet users have become accustomed to searching for news, communicating with associates, and buying products.  The concerns of transacting business online have for the most part melted away and many are making money online.  The internet is not a panacea.  It won't help you if you don't have a good product, and it won't forgive poor service.  Just like the real world.  So, there will still be failures among great successes.  But why is that a reason not try anyway?  There is one thing for sure... if you don't try you will already secure your result.  More on this later... :-) 11:43:10 PM