The media industry knows less about consumers' use of media than it may think, according new research. The Octagon study, which was launched by Opus, Discovery, Virgin.net, Orange and Powergen, found every medium has certain attributes, which may fly in the face of media owners' preconceptions.
"For instance, it's a convenient myth that people consume TV as a family," said Nick Jankel-Elliot, director of strategy and insight at Happy Dog, which conducted the research.
It was also found consumers' use of media was often uninformed by marketing campaigns.
"The perceived benefit is not always the one it was bought for - a PC is often bought not because it has a certain new chip but because it demonstrates the family is part of the 21st century," said Jankel-Elliot. The project also found that families don't gather around the PC as often portrayed.
Octagon also found radio and press had strong local connotations for people, while TV and the internet were generally held to be more global propositions.
The second wave of the project is expected to involve C4 and the BBC.