According to the findings of the study, consumers aged 12 years and older were asked to choose the ‘most essential‘ medium in their life; 33 per cent chose the internet, just behind television (36 per cent), but above radio (17 per cent) and newspapers (10 per cent); in 2002, the internet trailed TV on this perception by a significant margin (20 per cent vs. 39 per cent), and also trailed radio‘s 26 per cent.

- ‘Most cool and exciting‘ medium: The Internet and television have swapped places in the last half-decade. The Internet is mentioned by 38 per cent for this perception in 2007 (vs. 25 per cent in 2002); 35 per cent now say television is "most cool and exciting" (vs. 48 per cent in 2002).

"It is not a stretch to say that the Internet has become just as important as television as a primary source of information and entertainment in the lives of Americans," said Edison Media Research president Larry Rosin. "It is entirely possible that the Internet will lead in all positive categories five years from now. Edison Media Research and Arbitron will continue to track these items, and of course report to the public on the changes."

Edison Media Research conducts survey research and provides strategic information to radio stations, television stations, newspapers, cable networks, record labels, Internet companies and other media organizations. Edison Media Research works with many of the largest American radio ownership groups, including Entercom, ABC Radio, CBS Radio, Bonneville and Westwood One; and also conducts strategic and perceptual research for a broad array of companies including Time Warner, Google, Yahoo!, Sony Music, Princeton University, Northwestern University, Universal Music Group, Time Life Music and the Voice of America.

Edison Media Research also conducts research for radio stations in South America, Africa, Asia, Canada and Europe. Edison Media Research also conducts all exit polls and election projections for the six major news organizations: ABC, CBS, CNN, FOX, and the Associated Press.