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How the Web Now Dominates Our Lives
Internet is No.1 During the Day and No.2 at Night

July 8, 2006
The Internet has become the No.1 or No.2 medium behind television during nearly every part of the day, according to new research. In the mornings from 8 a.m. to 11 a.m., Internet has surpassed the radio. Web usage peaks between 2 and 5 p.m., when nearly 40 percent of all users are online either at work or at home. The study, released by the Online Publishers Association, also offers in-depth details of how people use the internet in conjunction with other media.

The study was conducted by researchers from Ball State University's Center for Media Design, who tracked the media usage of 350 people, recording their activities every 15 seconds. The study found that more than 60 percent of respondents used the internet for roughly two hours per day. It also found that those who use the web more than any other medium, called web dominant, spend about $5,000 more per year on retail goods than those who are TV dominant. Yet despite the internet's rise since 1995, when just 10 percent of respondents went online, it still only made up about 8 percent of advertising spending last year.

Pam Horan, president of OPA, considers that the Internet can be genuinely be called a mass media. Regarding which media are used together most often, the study found that in the morning, TV has a reach of 41 percent, but when you combine it with the web, it goes up to 62 percent. Newspapers have a reach of 17 percent. Combined with the web that goes to 44 percent. And magazines go from 7 percent to 39 percent. If you take a look at the evening, the combination of the web and print, newspapers, it goes from 39 percent to 75 percent, magazines from 31 to 72 percent. So there is value in the web on its own as a reach vehicle, and then you have this complementary aspect that makes it more powerful.

For further details, visit the
Online Publishers Association.

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