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Internet Use Catches up with TV Viewing
A new study from JupiterResearch shows that the average US Internet user spends 14 hours a week online - the same amount of time they spend watching TV. As the web takes over, readership of paper-based publications is suffering.
The US Entertainment and Media Consumer Survey, by JupiterResearch Analyst Barry Parr, shows that the Internet is displacing the use of other media such as radio, magazines and books. Books are suffering the most: 37% of all online users report that they spend less time reading books because of their online activities.
Parr warns: 'TV and newspaper companies risk losing an entire generation of users unless they immediately start promoting their online products.'
David Schatsky, Senior VP of Research at Jupiter, agrees: 'Multi-channel media companies must recognise the vital importance of the Internet, and then go beyond replicating their offline properties to tailor their online strategy to the distinctive characteristics and preferences of online audiences.'
The report is available to JupiterResearch clients online at www.jupiterresearch.com
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