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Internet Use Set To Overtake TV/Radio

Posted: 10th Nov, 2004 By: MarkJ
The latest research from Millward Brown has found that the Internet is now more popular, in terms of media consumption, than both magazines (8%) and newspapers (11%). Radio (30%) and TV (33%) remain in the lead, although the margin is closing:

More than a third (35%) of those online said they watched less TV as a result of using the Internet. Two-fifths (42%) of respondents with Internet access said they are online every day and one in ten claim to spend at least 25 hours a week surfing the Web.

The results also suggested that the Internet has a far greater potential for advertising than TV. While 83% felt that TV has too much advertising, less than half felt the same about the Internet.

A third stated that online advertising was relevant to them and more than half (53%) believed that Internet advertising was from “forward-thinking brands”.


The netimperative.com item states that the study was pieced together via 7,000 random telephone interviews of 1,000 people around Europe (UK, Germany etc.).
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