Web First? Here’s Why.
An often-repeated mStoner mantra is that a college or university’s most important marketing and information tool is its website. That’s the foundation of our “web first” philosophy, and the reason why we encourage clients to make long-term investments in web content, architecture, technology, and staff.
A new study by the USC Annenberg School for Communication validates that claim on a broader basis.
According to the new Digital Future Report, released January 17, “the Internet is perceived by users to be a more important source of information than television, radio, newspapers, and books.” (Note: If we had authored the report, Michael would strongly recommend that one word in that sentence be changed, replacing “users” with “visitors.”)
Eighty percent-four out of five!of online visitors age 17 and older consider the Internet to be an important source of information for them, up from 66 percent in 2006. That figure beats all the traditional media-television (68 percent), radio (63 percent), and newspapers (63 percent).
Is your communications shop staffed and equipped with the appropriate technology to meet the online information needs for this “four out of five” trend? If not, this is one more piece of research to help you make your case.
Other interesting (and disheartening, if you’re a newspaper publisher) statistics about the folks in the study who said they use the Internet:
- Forty-one percent post photos online, a fourfold increase in four years. Smaller but growing numbers maintain their own website or blog.
- Half visit sites like YouTube or Facebook once a week; 22 percent at least once a day.
- Forty-five percent said the Internet was important or very important in helping them maintain social relationships.
- Two in 10 have stopped a subscription to a newspaper or magazine because they were accessing the same or related information online.
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