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.