The effect of the Internet on ordinary Media.

The research shows that exposure and experience with the Web is changing consumers' fundamental attitude towards traditional media. In comparison with other media sources, we found that user control is a critical preference attribute of the Internet as a medium, providing individual control over content source, time of access, content depth and other parameters. The survey reveals that there is a fundamental shift in media consumption occurring, and traditional publishers will need to evolve as Web adoption and use increases.

The first National Internet Study also examined the effect of Internet use on traditional media consumption. Almost 25 percent of online consumers indicated they watch television less often since they began using the Internet. Similar declines have also been reported in magazine reading: 20 percent, newspaper readership: 15 percent and radio listening: 9 percent.

A small percentage of users consume traditional media more often - radio: 11 percent, newspapers: 9 percent, magazines: 8 percent and TV/cable: 7 percent. The majority of online users stated they have not altered their traditional media consumption or they aren't sure how it changed - radio: 81 percent, newspapers: 75 percent, magazines: 72 percent and TV/cable: 70 percent.

"While the majority of online users report no change in their traditional media habits, the fact that substantial percentages of people report altered behaviour is evidence to the continuing evolution of consumer habits," said the president of the company on the Internet Research. "In a relatively short period of time, Americans have adopted new ways of getting their news, doing their shopping and seeking entertainment. The appeal of online media will continue to grow as more American adults gain Internet access at home, at work or through portable devices."

Nearly 25 percent of online users watch television less often since they began using the Internet. But 50 percent of Internet users report that a television is present in the same room as their computer. 91 percent with a TV in the same room where the Internet is used most often said they watched and surfed simultaneously. Over 25 percent of adults, aged 18 to 34, surf the Internet and always or often watch TV at the same time.

Internet's Effect on Traditional Media

TV Magazines Radio Newspaper

Use less often 23% 20% 9% 15%

Use more often 7% 8% 11% 9%

Not altered 70% 72% 81% 75%

With limited hours in a day, consumers seek out ways to maximise the value of their time. An opportunity exists for broadcast media who choose to offer more frequent programming that makes use of both the online environment as well as their traditional media.

9 percent of users stated a decline in radio listening after they became online users, while 11 percent indicated an increase in any radio usage. Seventeen percent said they often or sometimes listen to Internet-based radio while they are online. Internet radio listeners are veterans of the Web with nearly 70 percent having been online for three or more years.

More than 45 percent of Internet users read an online newspaper every month. 55 percent of online newspaper readers have logged on to a national newspaper Web site. Online readers tend to be younger than traditional daily newspaper readership.

Studies found that 48 percent of adults use the Internet at least once a month, with 55 percent being part of the online community for three or more years. 42 percent of online users consume some form of streaming media at least once every 30 days. More than 35 percent listen to streaming audio and more than 25 percent watch streaming video.