48% of people in America say TV is not a necessity in their lives.   That may be a shocking number to those of you who still feel that people drop everything to be sure to catch the local TV newscast at 6 p.m.   This research by Pew looks at social and demographic trends.    And it uncovered some very interesting items as the recession grips America.

Now, the TV question was not asking about local news - just whether having a TV set is a necessity or a luxury these days.  Well, having a television dropped 12 points in importance since 2006.   Less than half of respondents said it was a necessity - the lowest level since Pew began this research in 1974.

The number is even lower with the under-30 crowd.  Only 38% of that demo said having a TV set is a necessity - down 15 points from 2006.  But having a TV also dropped 14% with the 30-49 demo.   Another number jumped out of the Pew survey - 24% said they had reduced or dropped cable or satellite TV service for their homes.

Yes, the recession caused big drops in other categories too.   The necessity of having a clothes dryer dropped 17%, having a home air conditioner dropped 16% (I think this is very specific to where you live), and the necessity of a dish washer fell 14%.   The biggest loser was the need to have a microwave.  It dropped 21%.

But technology seems to be surviving the economic downturn.  The necessity of having a cell phone remained the same at 47%.   The necessity of owning a flat-screen TV jumped 3% to 8%.   Respondents also increased the need to have high speed Internet by 2%, and an iPod by 1%.

So, the recession has created another “must do” besides making your local newscasts compelling enough to have viewers make an appointment.  You need to get them hooked on your newscasts enough to even feel the necessity of having a TV set in the first place.  Oh, and it would be good if the networks started creating real “Must See” TV in prime time too.

Jim

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