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Edison Media report says TV & internet ‘most essential’
MUMBAI: Consumers‘ media perceptions and habits are changing as the Internet becomes an increasingly important medium for information and entertainment, according to a new Internet and Multimedia 2007 report by Edison Media Research. According to the findings of the study, consumers aged 12 years and older were asked to choose the ‘most essential‘ medium in their life; 33 per cent chose the internet, just behind television (36 per cent), but above radio (17 per cent) and newspapers (10 per cent); in 2002, the internet trailed TV on this perception by a significant margin (20 per cent vs. 39 per cent), and also trailed radio‘s 26 per cent. “It is not a stretch to say that the Internet has become just as important as television as a primary source of information and entertainment in the lives of Americans,” said Edison Media Research president Larry Rosin. “It is entirely possible that the Internet will lead in all positive categories five years from now. Edison Media Research and Arbitron will continue to track these items, and of course report to the public on the changes.” Edison Media Research conducts survey research and provides strategic information to radio stations, television stations, newspapers, cable networks, record labels, Internet companies and other media organizations. Edison Media Research works with many of the largest American radio ownership groups, including Entercom, ABC Radio, CBS Radio, Bonneville and Westwood One; and also conducts strategic and perceptual research for a broad array of companies including Time Warner, Google, Yahoo!, Sony Music, Princeton University, Northwestern University, Universal Music Group, Time Life Music and the Voice of America. Edison Media Research also conducts research for radio stations in South America, Africa, Asia, Canada and Europe. Edison Media Research also conducts all exit polls and election projections for the six major news organizations: ABC, CBS, CNN, FOX, and the Associated Press.
This new report looks at consumers‘ media perceptions trended against data from 2002. Other highlights include:
– ‘Least essential‘ medium: Newspapers were named most for this perception (35 per cent), followed by the Internet at 24 per cent (was most mentioned in 2002 at 33 per cent), and both radio and television had the fewest mentions at 18 per cent.
– ‘Most cool and exciting‘ medium: The Internet and television have swapped places in the last half-decade. The Internet is mentioned by 38 per cent for this perception in 2007 (vs. 25 per cent in 2002); 35 per cent now say television is “most cool and exciting” (vs. 48 per cent in 2002).
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
