WebProNews

Consumer's media habits and perceptions are changing, as the Internet becomes a more important medium for information and entertainment, according to a new Internet and Multimedia 2007 report by Edison Media Research.

Consumers were asked what the most essential medium was in their life, 33 percent said the Internet, 36 percent said TV, 17 percent said radio and 10 percent said newspapers. In the 2002 report, only 20 percent said the Internet was the most essential medium while 39 percent said TV.

When it came to the most exciting medium 38 percent of consumers said the Internet and 35 percent thought TV to be the most exciting medium. The Internet and Television have changed places in the last part of the decade as to what is considered by consumers to be the most exciting medium. In 2002 48 percent of consumers said TV was the most exciting medium while only 25 percent named the Internet.

"It is not a stretch to say that the Internet has become just as important as television as a primary source of information and entertainment in the lives of Americans," said Larry Rosin, President, Edison Media Research.

"It is entirely possible that the Internet will lead in all positive categories five years from now. Edison Media Research and Arbitron will continue to track these items, and of course report to the public on the changes."