Methodology

The 2008 Media Myths & Realities survey compares the media usage habits of 1,000 adult Americans (including 200 influential citizens, or “influencers” – the 10% to 15% of the population who initiate changes in their community or society through a variety of activities) and 500 communications industry professionals. 

 

In the U.K. and Brazil, 300 consumers and 200 influencers were surveyed in each country for a total of 500 consumers. The definition of an influencer was consistent for these countries, allowing for cultural and political differences within each country. The survey did not include communications professionals in these countries.