In 2008, two high profile researchers came up with two completely different results.

Major newspapers across the nation heralded that Australians were now spending more hours a week online than they were in front of the TV. Nielsen Online stated that ‘on average Internet users spent 13.7 hours a week online and TV viewers spent 13.3 hours in front of the TV.’

But on the flip side another high profile researcher disagreed with that finding. Roy Morgan International stated that, ‘Nielsen Online gives misleading results because their sample doesn’t cover all Australians – an inexcusable error. In an average week, Australians spend 21.8 hours watching TV while only 9.5 hours on the Internet, making TV easily Australian’s favourite way to be entertained by the media.’

So much for official research, and so much for what is ‘authoritively’ reported in the media.

Our CEO’s family:

‘I’m married with two teenage children at home, and my third and eldest has now moved away and is now married.

My married daughter and her husband have opted not to have a TV. Many of their friends think that they’re strange and have offered them TV after TV to no avail. So their current Internet/TV usage would certainly have to favour the Nielsen Online Statistics. Then there are my two teenage children. Their watching habits lie between MySpace, Facebook and the occasional DVD. Rarely do they sit and put up with the incessant number of ads that invade our lounge room via the TV.

My wife though would have to be the most avid TV watcher, and yet during her work hours she is constantly using the Internet. And myself – well I have to admit that I have been bitten by the Facebook bug and will generally check in for the cricket scores and the occasional DVD. But in particular, I choose to either mute those annoying ads on TV or totally avoid commercial television in full.’

So what do small business owners need to use – media wise – if they are going to capture their niche market? Our advice? Try it all, no matter who is winning (though internet usage is definitely on the ‘up’) – because the experts might just be right or wrong. That’s why they’re called experts I guess.