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Study: Web Use Trumps TV Viewing

19 Feb, 2008 By: Erik Gruenwedel

Consumers spend twice as much time each week surfing the Internet as they do watching television, according to a new report from IDC.

The online survey found Web use averaged 32.7 hours per week, compared to 16.4 hours for TV and 3.9 hours reading newspapers and magazines.

Not surprisingly, older respondents favored TV, newspapers and magazines, while younger consumers preferred the Internet.

Top Web activities included using search engines (84%), mapping and navigation services (83%), personal research (77%) and e-mail (76%).

“The time spent using the Internet will continue to increase at the expense of television and, to a lesser extent, print media,” said Karsten Weide, program director, digital media and entertainment at IDC.

She said the transition would continue to affect advertising as it shifts from TV, newspapers and magazines and onto the Internet.

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