Internet overtakes TV as most essential medium for Americans

The internet has overtaken TV as most essential medium in Americans’ lives, according to an Arbitron/Edison research study and social media use is becoming mainstream.

For the first time, more Americans say the internet is “most essential” to their lives when given a choice along with television, radio, and newspapers. 42 percent chose the internet as “most essential,” with 37 percent saying television, 14 percent choosing radio, and 5 percent nominating newspapers. While television still leads among those over the age of 45, the internet dominates among younger persons age 12 to 44.

Evidence that social media is moving into the mainstream is revealed in the number of Americans over the age of 12 with a social network profile, which  now stands at 48 percent – double that of two years ago.

The study also reveals that consumer use of social networking sites is not just a youth phenomenon. While nearly eight in ten teens (78 percent) and 18 to 24s (77 percent) have personal profile pages, almost two-thirds of 25 to 34s (65 percent) and half of 35 to 44s (51 percent) also now have personal profile pages.

The study also shows that 30 percent of Americans age 12 and older, who have a profile on at least one social networking web site, use those sites “several times a day” compared with only 18 percent one year ago.

“The use of social networking sites has expanded beyond younger consumers, with substantial numbers of Americans over the age of 35 now using social media,” said Bill Rose, Senior Vice President of Marketing, Arbitron Inc.