Marketing Pilgrim's "Research" Channel

Sponsor Marketing Pilgrim's Research Channel today! Get in front of some of the most influential readers in the Internet and social media marketing industry. Contact us today!

Internet Twice as Popular as TV




A new study from IDC indicates that on average people spend 32.7 hours online a week and only 16.4 hours watching television. Newspapers and magazines get only 3.9 hours of our attention. IDC surveyed 992 Americans aged 15 years and older.

But does this actually mean that the Internet is twice as popular as television? I wouldn’t say that just yet. The total weekly media consumption comes to 70.6 hours in the survey. The press release also doesn’t indicate whether there was simultaneous media consumption.

Barring simultaneous consumption, with seven hours of sleep a night and eight hours of work a day, that leaves about an hour a day for everything other than media consumption. I’d like to think that even I don’t consume that much media in my spare time. The study doesn’t specify whether these hours are only “leisure” time—and I’m gonna bet that most people can’t get away with channel surfing during work.

The study also looked at online activities:

The data also show that consumers tend to use the media they grew up with. The older the respondents, the more they consume TV, newspapers, and magazines; the younger they are, the more the Internet displaces usage of traditional media. Using search engines (84% of respondents), mapping and navigation services (83%), personal research (77%), and using email (76%) are the most frequent online activities.

The 16% that didn’t use search engines would have said yes had the question said “Google” or “Yahoo.” (I’m not entirely joking—I was explaining what I do for my grandfather once. I asked him if he used search engines. He said he didn’t. I asked him if he used Google. He said he did.)

Odd, though, since I know that the stats I gave to clients two years ago said that 88% of Internet users used search engines (NFO Research, though the discrepancy there is probably within the margin of error) and even more used email (90% to 95%). I find it hard to imagine that nearly a quarter of American Internet users aren’t using email at all.

Is the Internet more popular than television? Apparently. But it’s also more portable and more universally accessible (especially from work). Is this even a fair fight?

via

  • http://www.herbalexcel.com SteveRosenbaum

    I am absolutely amazed that the average American spends 32.7 hours online a week!

  • http://www.trbr.net Seomotion

    I spend about 80 hours online a week, and less than 2 hours watching television. I don’t read newspapers and magazines, because I can get information from the Internet. Sometimes I read books, but not often – unfortunately, I have not enough time for it.

  • http://www.hotproductsplus.com Mike Montague

    I spend about 50 online, 1 watching tv. American Gladiators holla!

  • http://www.wlogz.com Cesar

    Since I got a new laptop I almost never seen tv again. Only at night for a few hours but the whole day I surf the internet and doing most things with my laptop.

  • http://www.Memberzilla.com Jake Riley

    I believe it. I spend at least 10 hours a day online (or more) working, and rarely ever watch T.V anymore. With YouTube, who needs cable for entertainment ;)

  • http://www.ipowerdirect.net Noni Kateus

    Additionally, some of the reason for that may be the frequently mindless and–more often voyeuristic–nature of so much programming. Particularly for individuals who live away from metro centers and do not have extended-capability viewing (cable or satellite), the choices are so limited. A good computer, less expensive than a good television (especially as we hurtle toward the new broadcast norm), is near limitless for when and where one can view, read, listen. In this research project that I’ve been working on related to free online advertising and free local internet advertising, I fairly often get sidetracked into viewing sites that offer interesting content that are not related to my paper. That doesn’t happen with TV unless you’re cloistered into a room from which you can’t escape with a recalcitrant channel surfer. n.kateus [link removed]

  • http://www.hotproductsplus.com Mike Montague

    TV as a media form is ultimately going to die to the internet. All stations will eventually deliver content online.

  • http://www.senior-dating-site-review.com A Braidwood

    The TV watching stats may be even more dismal than quoted. I know I spend hours on my laptop each evening, with the TV on in the background. Television has become a bit like elevator music; it maybe turned on, but is often something I don’t consciously pay attention to.

  • http://www.gadgets4nowt.co.uk Steve Elliott

    I used to be a bit of a telly addict but the internet changed all that. I can now search out exactly what interests me and exchange dialogue and debate with like minded people.

    Compare that with TV where despite hundreds of channels, you still find very little that you actually want to watch.

  • http://www.freexbox360package.co.uk/ free xbox 360

    i haven’t watched any tv apart from lost for a long long time

  • http://www.firstaidwarehouse.co.uk/xpl-medical_furniture.html Medical

    The thing is that you can actually do everything that a television does on the Internet whereas you may not be able to achieve everything that the internet does on the old television. Yes, it might be true that the TV is still the more popular but this could be due to the limited internet coverage. Once people get online, it is very hard to get them off.

  • Jordan McCollum

    “Yes, it might be true that the TV is still the more popular but this could be due to the limited internet coverage”

    Um, 32.7 hours of Internet. 16.4 hours of television.

  • Noni Kateus

    Medical, I’m living proof of your statement for whatever it’s worth. I can do more on the internet than I can with TV because I can get the information I need or want from TV shows that we cannot access in our area (no cable or satallite in this house). Since I started some research projects, I have not sat and watched TV more than 1.5 hours a week if that and that was to watch part of 2 different DVD films. n.kateus [link removed]

  • http://www.craigs-blog.com Craig

    Internet is a much more captivating medium. You can have more direct input on your viewing (or reading) choices.

  • http://www.technogumption.com Tom Beaton

    It is not hard to iamgine that is true. The internet offers whatever you want it to whenever you want it to. TV is stuck on a fixed program catering for a wide variety of tastes. Not to mention they if there is ever more than one thing you would like to watch they will be on at the same time.

  • http://www.dotcomsecrets.com Internet Marketing Joy

    I agree with this survey. Now Internet is indeed more popular than TV except the “Net and SEO celebrities” were not as much as popular as the celebrities on TV..^^

  • http://www.wlogz.com Anime English

    The thing is that you can actually do everything that a television does on the Internet whereas you may not be able to achieve everything that the internet does on the old television. Yes, it might be true that the TV is still the more popular but this could be due to the limited internet coverage.

  • http://www.xboxgamesfree.com Xbox

    I find myself watching less TV. The internet has much more to offer