
The company surveyed 8,600 people in 11 different countries, and found that 70% believed they "could not live without" or would "miss" the web, with 69% saying the same for television.
More specifically, 92% of respondents in the UK regarded the internet as being "necessary" to their lives, a figure that reached 91% in Spain, 90% in Australia, and 89% in the Netherlands and the US.
Over all the countries assessed, a majority of people afforded a similar status to their cellphone, a perception on a high of 70% in China and a low of 46% in Canada.
Print media was most popular in Latin America and Asia, with a third of Chinese consumers relying on newspapers, and 16% on magazines.
When the number of participants that felt they "could not live without" newspapers were added to those arguing "they would miss it a great deal", this total stood at 55% in China, and 53% in Hong Kong and India.
Spain delivered a score of 35% on this measure, but 40% of the sample in Taiwan – as well as 34% in the UK and 32% in the US – reported they could "easily" cope without this form of media.
A third of Brazilians said radio was of fundamental importance, as did 19% of Americans and 18% of Australians, compared with 51% of Taiwanese contributors suggesting the opposite, with 40% of people in China and 37% in Hong Kong of the same opinion.
Some 87% of people have attempted to avoid broadcast advertising either by turning off their television or radio, switching channel or station, or using PVR technology to fast-forward TV spots.
More than two-thirds of the panel stated there were too many ads on TV, peaking at over 80% in Spain and the Netherlands, with 39% also agreeing with this proposition for the internet, including 56% of Americans.
A further 42% would prefer to be exposed ads that were more relevant to their interests – rising to 59% in India and 56% in Spain, and falling to 36% in the UK and 35% in the US – while 27% opposed this view for privacy reasons.
For mobile, half of the cohort in Hong Kong and Taiwan said this channel was cluttered with commercial communications, as did 44% in China and 42% in Spain, a position held by just 16% of Canadian and Dutch adults.
However, 70% of people had discussed at least one advertising campaign with their friends, while 43% had searched for an ad using the web, and 30% had promoted a brand or an ad on a social network.
Data sourced from Synovate
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