Media Myths & Realities: A Public of One compared the media usage habits of 1,229 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. The sample of 1,229 U.S. consumers was oversized to ensure inclusion of 300 Hispanics and 200 influencers.
In Brazil, Russia, India and China, 300 consumers and 200 influencers were surveyed in each country. The definition of an influencer was consistent for the U.S. and the BRIC countries, allowing for cultural and political differences within each country. The survey did not include communications professionals in the BRIC countries.
The U.S. survey had a margin of error of plus-or-minus 3 percentage points and the BRIC survey had a margin of error of plus-or-minus 4 percentage points.
The survey was conducted through online distribution between Sept. 30 and Oct. 5, 2007.
