Study: Web Users Also Fans of Print Media

march 16, 2005  10:02 am
While some marketers have long feared that the Internet would cut into the time consumers spend with other media--such as television and print media--it appears that the opposite is true. Adults who go online most frequently also watch more shows and read more newspapers than their less wired counterparts, according to a Carat Insight analysis of data from Mediamark Research, Inc. and Multimedia Scan. The report, based on personal interviews and surveys of 23,000 U.S. adults conducted over a period of several months during the end of 2003 and beginning of 2004, found that adults who go online at least daily watch 46 more minutes of television a day than those who go online less frequently. The daily Web habitues also reported reading at least 16 magazine issues and 27 newspapers in the prior month