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Tuesday, December 14, 2010

Passing the digital tipping point

Some of us may remember the first time we saw a Web browser and started our journey down the information superhighway. The Internet and its impact on our lives have since exploded, and we’ve reached a “digital tipping point.”

Americans now spend as much time online as they do watching TV, according to a recent Forrester study. The average U.S. household watches an average of 13 hours of TV per week, equaling the amount of time spent on the Internet.

While people ages 18 to 30 have watched TV and surfed the Web equally for a few years, this is the first time Gen Xers (those ages 31 to 44) have joined the trend. It’s not that we are collectively watching less TV; it’s that Internet use has gone up 121% since 2005.

With more people making the Internet a growing part of their daily lives, it’s even more important for anyone who needs to reach customers and other audiences to have a strong digital strategy to complement traditional communications.

Those who integrated blogs, social media, and other new channels into their existing communications early on may not be surprised by this information. Others who are waiting to see if the Internet “trend” will sustain itself need to accept this new reality. The digital Pandora’s Box is not going to close anytime soon.

Faster networks, smarter phones, and more access to the Web regardless of where you are will expand Internet use and data consumption. What will never change is the need to have a smart plan in place that connects all of this to goals that matter to your company or organization.