MediaPost reports in Yahoo: Internet Users 'Mesh' Web With Television about a new study from Yahoo and Mediaedge:cia about the very close relationship (AKA "media meshing") between the web and television. A few key items from the study that involved over 3,000 adults in the US, with quotes from the MediaPost summary:
- "Nearly four out of 10 consumers with broadband access (37 percent) look up Web sites related to TV programming."
- "The report also revealed that 34 percent of broadband users look up Web sites mentioned on TV ads. Almost one out of five --18 percent--take part in online polls
mentioned on television, and 11 percent go online to learn about characters in a show."
- "Consumers with broadband are also more likely to make online purchases. Sixty-eight percent of respondents with wireless broadband and 49 percent of those with wired broadband report regularly making purchases on the Internet, compared to 38 percent of those on a dial-up connection."
If nothing else, the study offers more evidence that traditional advertisers need to think about search because what they do on TV will generate searches.
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