JupiterResearch Finds Online Consumers Spend as Much Time Online as in Front of the TV
JupiterResearch, a division of Jupitermedia Corporation, revealed that the Internet is becoming the most important medium for a large segment of the American public. According to a new report entitled: "U.S. Entertainment and Media Consumer Survey, 2005," authored by JupiterResearch Analyst Barry Parr, the average online consumer spends 14 hours a week online, which is the same amount of time they watch TV. JupiterResearch is a leading authority on the impact of the Internet and emerging consumer technologies on business.
"Even the most intensive users of newspapers and magazines spend less time reading these publications than they do online or watching TV," said Barry Parr.
"TV and newspaper companies risk losing an entire generation of users unless they immediately start promoting their online products," added Parr. In addition to matching the time spent watching TV, 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. The JupiterResearch report also reveals that intensive online users are the most likely demographic to use advanced Internet technology, such as streaming radio and RSS.
"Multi-channel media companies must recognize 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," said David Schatsky, Senior Vice President of Research at JupiterResearch.
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