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Net third most popular source of information
jaihoon
07/28/02 at 01:27:50
Net third most popular source of information: Study


PTI [ SUNDAY, JULY 28, 2002  10:25:58 AM ]

LONDON: It's official. The Internet is now the third most popular source of news, views and entertainment - after TV and radio, beating newspapers and magazines into the fourth and fifth place.


According to a recent study of media use, publishers' fears have become reality in 50 per cent of households.


The most surprising finding of the study was that the sea-change in media habits is not confined to the young or the affluent. It applies across all demographic groups.


"This is the biggest change and shows how significant the Internet has become," Faye Weeks, who commissioned the study for Internet service provider Freeserve, said.


People spend thrice as much time surfing, emailing and shopping or banking on the Net than they do reading a newspaper -- the figure rises to five times longer in the evening -- and six times longer online than reading a magazine.


The most worrying aspect of the survey for newspaper publishers is that the key 16-34 age group, regarded by advertisers as the most desirable target, spend 15 times as long on the Net as they do looking at a newspaper.


Even women, traditionally much less likely to use the Internet than men, have radically altered their habits. They spend five times as long online as they do reading magazines.


"We have noticed a real difference in approach by advertisers," said Caroline Pathy, Freeserve's advertising sales director. "Before they used to come to us with money. Now they come with a brief. They have strategies and they know who they want to target."  


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