(Adweek IQ) The Web has begun to eclipse other media in its appeal and influence among decision makers, according to a new study.
The study, jointly conducted by washingtonpost.com, Nielsen/NetRatings @plan, and MORI Research, found that business decision makers recommended online advertising over traditional media as a marketing vehicle. Sixty percent of the 999 people surveyed said that the Web is the best way for advertisers to reach them, outpacing TV and radio.
The study also revealed that this group’s increased Web usage is leading directly to their decreased consumption of TV, radio, magazines, and newspapers. Fifty percent of those who have upped their Web usage in the last year said that their TV viewing has dropped as a result.
Seventy-seven percent said that the Internet is where they prefer to research new products and companies, and nearly 50% said the Web influenced them to make a purchase or obtain a service for their business.
News remains a main driver for business decision makers to go online. Ninety percent of the respondents said that they use the Web to catch up on general news or current events.