ONLINE CONSUMERS SPEND AS MUCH TIME ONLINE AS IN FRONT OF THE TV

JupiterResearch,:The Internet is becoming the most important medium for a large segment of the American public. The average online consumer spends 14 hours a week online, which is the same amount of time they watch TV.

Even the most intensive users of newspapers and magazines spend less time reading these publications than they do online or watching TV. TV and newspaper companies risk losing an entire generation of users unless they immediately start promoting their online products. In addition to matching the time spent watching TV, the Internet is displacing the use of other media such as radio, magazines and books. Books are suffering the most; 37% of all online users report that they spend less time reading books because of their online activities. The intensive online users are the most likely demographic to use advanced Internet technology, such as streaming radio and RSS.

Multi-channel media companies must recognize the vital importance of the Internet, and then go beyond replicating their offline properties to tailor their online strategy to the distinctive characteristics and preferences of online audiences.

The complete findings of this report are immediately available to JupiterResearch clients online at www.jupiterresearch.com. U.S. Entertainment and Media Consumer Survey,