I think we would all like to say that it is our medium, whatever that medium is although new research has stated that "Internet Most Influential, but Underutilized Medium"....
"The internet is the most influential media channel when it comes to driving consumer decisions about products and services, according to the 2010 Digital Influence Index released by Fleishman-Hillard International Communications in conjunction with Harris Interactive.Yet marketers have not yet fully capitalized on that influence, the Index found. Our survey provides overwhelming evidence that the internet is at the center of the decision-making process of consumers, said Dave Senay, Fleishman-Hillard president and chief executive officer. It suggests, definitively, that marketers who do not have end-to-end strategies which put digital influence at the center of their marketing plans are doing so at their own peril. Marketers who get it will be able to leapfrog their competitors who dont.
Among the facts I found interesting from the report...
"Globally, digital dominates in influence but not marketing dollars spent. The internet is by far the most important medium in the lives of consumers, but companies continue to under-invest in their online marketing efforts."
The other key point...
"Digital is core to decisions for research, purchases and peer influence. The internet plays an integral role in the decision-making process."
Something not surprising concerning Mobile as a medium...
" As apps multiply and speeds increase, mobile users snap up smartphones but realize only a fraction of their potential. Although mobile internet use is growing, a significant gap exists between the capabilities available to mobile phone users and the number of individuals who actually take advantage of them."