MEDIA MYTHS AND REALITIES: A PUBLIC OF ONE
2007 MEDIA USAGE SURVEY
Methodology Used for the 2007 Media Usage Survey
Ketchum and the University of Southern California Annenberg Strategic Public Relations Center partnered for the second year in a row to conduct a media usage survey.
The survey compares the media usage habits of 1,229 adult Americans, including 200 influential citizens or “influencers” (the 10 to 15 percent of the population who initiate changes in their community or society through a variety of activities) and 500 communications industry professionals. The sample of 1,229 U.S. consumers was oversized to ensure inclusion of 300 Hispanics and 200 influencers.
The communications professionals surveyed all have five or more years of experience in the communications or marketing fields and, at the time of the survey, were responsible for what their company communicates to external audiences in terms of company news, products and services, stock information, corporate earnings or other announcements. Of the communications professionals, 15 percent of respondents worked for companies with 10,000 or more employees, 11 percent worked for companies with 5,000 to 9,900 employees, 22 percent for companies employing 1,000 to 4,999 people, 20 percent for companies with 500 to 999 employees and 31 percent for companies with 100 to 499 employees.
In Brazil, Russia, India and China, 300 consumers and 200 influencers were surveyed in each country. The definition of an influencer was consistent for the U.S. and the BRIC countries, allowing for cultural and political differences within each country. The survey did not include communications professionals in the BRIC countries.
The survey was conducted through online distribution between Sept. 30 and Oct. 5, 2007.
For more information on the survey, including a presentation summarizing the key findings and implications as well as the questionnaires used for each audience, please click here. For questions or more information about the survey, please contact David Rockland, Nicholas Scibetta or Jerry Swerling.