media attention & importance

March 30, 2011 at 7:01 am 2 comments

Which media gets most our attention and is important to us? This was the question asked recently in a study(pdf) undertaken by the UK Ofcom (UK regulator/authority).

The graph above (click on it to see it better), taken from this report shows that the media that gets most of the attention and is important to us (based on UK audiences) is:

  • email
  • mobile calls
  • mobile texting/mobile video/print media

Those that get the least attention and are less important are:

  • radio
  • recorded TV programmes

Interestingly, social media (mobile) sits in the middle and TV gaming  (e.g. Playstation, nintendo, Xbox) gets high attention but is of low importance (witness any teenager “glued” to these games and you know the score…).

So the death of email is still far off it seems…as is print media although we might have our doubts on both of these… and poor radio, it is a survivor!

It also indicates that most of the media that are important and grab our attention are interpersonal media – and not mass media – the only exception being the print media – which is a surprise. Then again, the “print” internet (news websites) is missing from the chart (as is social networking-internet) and I’d guess that would be situated close to print media.

Entry filed under: Media analysis & monitoring.

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2 Comments Add your own

  • 1. Bea  |  April 16, 2011 at 12:29 pm

    very interesting. wonder why they left social networking off the chart (except for ‘mobile’) since they find that 23% of online activity takes place there. unless they’ve mislabeled a bubble? it’s also not clear from their chart which is and isn’t mobile media.

  • 2. Glenn  |  April 21, 2011 at 8:40 am

    Good point Bea, the chart could be clearer..and social networking being absent (apart from mobiles) is strange.


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