December 30, 2008 by Robert Tharp at 2:45:16 pm
First off, the influence of online news spiked sharply in 2008. According to the Pew Research Center for People and the Press, the percentage of Americans getting their news online jumped from 24 percent to 40 percent in this year. And for the first time, more Americans are relying on the Internet for their information needs than
For the under 30 crowd, the Internet now rivals TV as an information source. Nearly 60 percent of respondents under 30 use the Internet as a primary information source. In September 2007, twice as many young people said they relied mostly on television for news than mentioned the internet (68% vs. 34%).
In an unrelated study by MS&L, researchers polled consumers worldwide with the question, "what defines a leading company?" More than half of the respondents in the U.S. indicated that they could judge a company's values by its online presence. Another finding: while price and quality are important, consumers believe that a company's values matter most in the long run. The findings are further proof that businesses of all types should be focusing on their on-line presence AND communicating their values in the digital medium. As Sally Falkow at The Leading Edge puts it: "If more than half of [consumers] judge you by your online presence, it's time to make that a PR priority."
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