Study Finds TV Drives Searches

MediaPost reports in Yahoo: Internet Users ‘Mesh’ Web With
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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