The world wide web is gaining on television as American’s entertainment venue of choice. The Conference Board released its quarterly Consumer Internet Barometer showing that 25% of American households watch TV online. This is up from 20% a year ago. Hulu.com is gaining ground quickly with collections such as “The Office,” “America’s Got Talent,” and “Saturday Night Live.” The report also states that 80% of consumers log on to the Internet daily for entertainment as well as communication and work. You can see the press release at: http://www.itnewsonline.com/showprnstory.php?storyid=63330
The implications for qualitative research are numerous. Here are a few:
- Advertisers will continue to flock after consumers and will continue to transition to the Internet.
- Research will follow advertisers and become more Internet based.
- Consumer technology becomes more capable with online video enabling additional use of video for online research and face to face research.
- Online research becomes more natural for participants and clients. It also becomes more necessary to match the research design to the medium.