I think some people are missing the two giant takeaways from this study:
Study: More Net Equals Less TV. The first? It took only ten years to topple the most important, most powerful medium of all time. TV elects Presidents, sells cars, introduces products and changes the culture. It also sucks the initiative and creativity of entire generations down the drain.
Ten years is a heartbeat. This is an astonishing change in the way we buy and learn and vote and grow our businesses. I don’t think it has really sunk in yet.
The second? That the consumers who make the biggest difference (the busy ones, the ones who earn a lot, spend a lot, vote, talk a lot and change things) are the ones most likely to be online and least likely to watch TV.
Yes, Oprah is still far more powerful than Yahoo. But at the same time, Drudge and Jeff Bezos and Doc Searls are way more influential than their offline cousins.