Digital On the Job: Professionals Not Replacing Print With Digital In Their Media-Usage Work Habits, New Readex Research Survey Finds — Search Engines Rank Highest, But Websites of Print Publications Rank a Close Second

When professionals were asked which media they use regularly in their work, 77% reported regular use of search engines, according to the findings from Media Usage Studies conducted by Readex Research over the past year. Print editions of magazines and e-newsletters related to their industry came in second at 74% each. Websites of professional publishers, associations, or others informing the industry came in at a distant third at 55%. Social media brought up the rear, with 30% indicating regular use, according to the research. The survey also asked about regular usage of digital editions of print magazines (54%), webinars, podcasts or videos (49%), conferences/trade shows/industry related events (43%), and websites of suppliers/vendors (36%). "With many advertisers feeling that they have to ‘place their bets’ with certain media offerings, it became clear that helping publishers illustrate how the market uses media would help their sales efforts," said Steve Blom, director of sales and marketing at Readex in explaining the purpose of the surveys. He mentioned another benefit, "The results help publishers prove to advertisers — whose ideas regarding usage may be terribly wrong — that professionals haven’t replaced one media form with another," he added in a news release.

Of the nine forms of media listed, 55% indicated they used five or more, and only 5% indicated they used only one. "These results maintain that marketers need to gain exposure over a variety of media, and that focusing on a single medium neglects a portion of the market," Blom said.

Results are based on 2,095 responses to Media Usage Studies conducted by Readex between September 2010 and May 2011.

Add a Comment

Your email address will not be published. Required fields are marked *

Marketing Trends PR Agency News PR Biz Update PR People
view of modern Meeting room interior
Inside the C-Suite: Companies Put Growth at Top of Their Agenda, but Most Execs Doubt Current Efforts Will Yield Needed Results

Growth is a priority at nearly every company today—but according to...

SAMSUNG CSC
Brand Analysis: Apple Watch Lacks Compelling Functionality to Drive Mass Adoption, Says Strategy Analytics Study

A new expert user experience (UX) evaluation undertaken by the Mobile...

biztraveler-long
Business Travelers Are Driving Online Retail for High-Value Goods—Is Your Marketing Strategy Targeting Them?

New research reveals that three in four business travelers do more than half...

On Deadline Thought Leaders
Gary Frisch
PR Crisis Strategy: What Can You Do if You’ve Just Killed a Beloved Lion?

By Gary Frisch, Founder and President, Swordfish Communications Public relations professionals spend...

Is Data Driving Your Leadership Decisions? Eight Ways Customer Analytics Can Give Your Company a Competitive Edge

In the spotlight: Jeff Sauro, Founding Principal, MeasuringU In a global...

Ally Mann
SeaWorld’s Huge PR Challenge: New Campaign Aims for Transparency—But Has This Fish Been Out of Water Too Long?

By Ally Mann, Freelance Writer SeaWorld has been desperately trying to...

Media monitoring and analysis

Current clients, please login here. Would you like to reduce the...

Inside Health Media

Current clients, please login here. Top pharmaceutical companies, hospitals, healthcare PR...

MediaPro: Bulldog Reporter's media database

Current clients, please login here. Do you need precisely targeted press...