It's a worldwide phenomenon that online media is overtaking print media. In almost all advanced countries excepting India and China, for their own socio- economic reasons, online media is taking edge over print in various fields including news and information. According to an IDC survey, online has beaten print medium even in consumer ad market.

IDC's yearly consumer survey of Nordic attitudes and purchases of electronic consumer goods reveals that online business has not only gained momentum, it has long surpassed traditional advertising and is fast gaining on instore shopping as the preferred source of information for the family's new flat screen TV, gaming device, or personal computer.

When searching for a new device, less than 25 percent of the families read any of the pile of ads that swamps our letterboxes on weekends, whereas more than 70 percent of the Nordic homes visit both the Internet and physical shops for inspiration. Editorials such as product tests and evaluations are an important source for information and advice, together with one's closest family. At any phase throughout the decision and buying process, printed advertisements are regarded as the least important source.

Traditional products such as printers, digital cameras, and portable PC's will continue to be top sellers over the coming six months, together with large flat screen TV's and "anything" that starts with HD (high definition), which will be at the top of families' wish lists for Christmas.

"Large flat screen TVs, portable PCs, digital cameras, and several other consumer products constitute a market worth approximately €10 billion annually in the Nordic region," said Anders Elbak, research manager and the author of the study. "In order to attract the potential buyers to your specific product or store, it is essential to understand the entire buying process and the consumers' preferences."

In the core markets, advertising companies and media houses again seem to be on the wrong foot. Less than 20 percent of consumer electronic decision makers and buyers are under 24 years old whereas the vast majority of buyers - women and men - are found in the 25 to 54 age group. This is contrary to the impression one often gets from reading ads or watching TV commercials for digital devices of any kind.