All Sorts of Studies

It’s advertising week in New York and a couple of studies are available that might be of interest to some of you.

First, Yahoo and OMD have released the results of an Internet Deprivation Study.

The “deprivation” consisted of 28 people living without the Internet for two weeks. Participants were paid to participate.

The report is summarized in this USA Today article. More in the news release.

Second, the Online Publishers Association released the fourth installment of their Generational Media Study. The study is, “designed to provide a detailed view of the 18 to 34 year-old media consumer [and] examines how the Internet, television, radio, newspapers and magazines compare across the generations on a range of attitudinal measures respondents.”

>From the summary, “Online media rate highly in head to head comparisons with offline media across all age groups. For example, 97% believe online is the same or better than magazines for finding information about products and music. In addition, 83% say reading a story on the Internet is the same or better than reading one in a newspaper, and 67% say that watching a short video clip online is the same or better than watching highlights on television. Longer-format videos compare less favorably online, with 63% sill believing that television is better for watching longer video programming.”

The full text of the OPA report is available.

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