Interactive Media Beginning to Displace Traditional Media
Posted by Mark Levy | Posted in Online News | Posted on 29-06-2009
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Over the past three years the average U.S. adult has nearly doubled their daily use of the Internet as the average U.S. adult spent 2.1 hours per day online in 2006, compared to 3.8 hours in 2008, an 81% increase over three years. As a result, the Internet now represents 32.5% of the typical “media day” for all U.S. adults when compared to daily exposure to newspaper, radio, TV and outdoor advertising. Even those who are considered heavy newspaper readers spend about as much time online today as the typical U.S. adult. Heavy newspaper readers, those who spend more than an hour per day reading, currently spend 3.7 hours per day online. In 2006 the Internet represented only 18.4% of a heavy newspaper reader’s “media day,” but today it represents 28.4%, according to a new report by Media Audit.
The report further reveals that seven daily newspapers have achieved a net unduplicated reach of 80% or more when the past 30-day website visitor figure is combined with the past month print readership figure. Among these newspapers are the:
* New Orleans Times Picayune with a total unduplicated reach of 85.8%
* San Antonio Express-News (80.6%)
* Post-Standard in Syracuse (84%)
* Buffalo News (83.3%)
* Democrat & Chronicle in Rochester (80.9%)
* Peoria Journal Star (80.4%)
* Omaha World Herald (82.2%)