Jan
06
2011

Web Closing In On TV as Preferred Source of Weather News

The winds are shifting when it comes the medium of choice for weather information. Weekly data from Experian Simmons DataStreamSM show a 23% drop in the percent of U.S. adults who watch The Weather Channel between January 7, 2008 and November 22, 2010. At the same time, the percent of adults visiting weather-focused websites like weather.com and weatherbug.com rose by 8%. This might be another example where media consumption is shifting from one screen to another. Online search intelligence from Experian Hitwise shows U.S. searches on the term “weather” increased 45% in 2010 vs. 2009. Overall “weather” was the 26th most popular search term in 2010.

Even if declining in popularity, television is still the more widely used medium for getting delivering our weather fix. As of November 22, 2010, 26% of U.S. adults watched The Weather Channel in the past week while only 13% of adults visited one of three leading weather sites online.

In light of the recent “snowpocalypse” that blanketed much of the nation during the 2010 holiday stranding travelers for days on end, it’s no surprise that weather TV viewing spikes during certain times of the year, including the holidays. Interestingly, weather website surfing, on the other hand, is spread out more evenly throughout the year.

For more information on Simmons DataStream weekly reporting of nearly 40,000 consumer variables, visit our website.


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