Survey: Web is Top Daytime Media, No. 2 at Home

Authored by Mark Hefflinger on June 6, 2006 - 2:09pm.

New York - The Web dominates media users' workday, and is also the second most-popular form of media at home, according to a survey conducted by Ball State University's Center for Media Design for the Online Publishers Association. The media usage of 350 participants -- who were between the ages of 18 and 50+ and split evenly across age and race -- was monitored every 15 seconds for 13 hours. At work, the Web reached 54.6% of participants, compared with 21.1% for TV; the report estimated that 17% of overall media consumption was via the Internet. "Based on our real-world observations, it is clear that consumers are consistently online even while they're watching TV or listening to the radio," said OPA president Pam Horan. "Industry data shows that the Web takes up between 20 and 25 percent of consumers' overall media time, but attracts about 8 percent of advertising dollars. While advertisers have been steadily moving to the Web in recent years, this research indicates the shift should be on a much faster pace."

http://www.online-publishers.org/?pg=press&dt=060606
http://tinyurl.com/nykrn (CNET)