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Rich Media: Techniques and Trends
eMarketer, Dec 2004, Pages: 27
Broadband And The Rich Media Audience
While this diversity of definitions creates difficulty in measuring market size, at least in dollars, there's little question that rich media usage is growing rapidly. The single most important factor supporting that growth is the audience--more people are going online; they spend considerable time online and do more things there; and more and more of them access the Internet using high-speed connections that make rich media ads palatable (even if not always welcome).
That the Internet is a mainstream medium, an effective place for branding-oriented advertisers to reach part of their audience, is implied in a recent Online Publishers Association report titled Generational Media Study. When the trade group asked 1,235 US adult Internet users to choose two, and only two, media outlets (and jettison the rest), 45.6% made the Internet their first preference. As the clear-cut second banana among the respondents, 34.6% picked TV as their first choice, with every other medium in single figures.
While this survey may reflect Internet users making the Internet their first choice among media, it also indicates that once people get accustomed to going online, they tend to make it primary in their lives—or at least secondary to television.
And this trend toward choosing the Internet first will only continue, since more than 50% of the youngest cohort, age 18 to 24, made the Internet its main choice among the eight media surveyed.
Furthermore, 74% of the OPA respondents use the Internet for entertainment. That's more than for print media, and starting to approach TV levels (at 86%). And the best of rich media entices its audience through being, in some way, entertaining—much like television commercials.
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