- Web Now a Mass Medium?

JUNE 14, 2006
Click! A big channel change in the world of media.
According to a new research study, "A Day in the Life: An Ethnographic Study of Media Consumption," from theOnline Publishers Association (OPA), conducted by Ball State University‘sCenter for Media Design, when it comes to at-work media use, the Internet dominates television, the next closest medium, and is the only medium that ranks among the top two at both work and home.
The study found that the Internet had 54.6% reach at work, compared to television‘s 21.1%, a sizable gap.
While television still leads at home, the Internet led radio, newspapers and magazines.
"The evidence of the web‘s rise to mass media status is now clear and incontrovertible," said Pam Horan, OPA president. "Industry data shows that the web takes up between 20 and 25% of consumers‘ overall media time, but attracts about 8% of advertising dollars. While advertisers have been steadily moving to the web in recent years, this research indicates the shift should be on a much faster pace."
The research also revealed that the Internet is a powerful tool for extending the reach of other media. The web increased the reach of television by 51% in the morning, 39% in the middle of the day, and 42% in the afternoon.

With magazine advertising, the impact was even greater — the Internet more than doubled the reach of magazines.

"It is clear that consumers are consistently online even while they‘re watching TV or listening to the radio," said Ms. Horan. "This unique attribute of web usage means that advertising messages receive a dramatic boost when online is part of the buy."
Not only are Internet users online more, the study found they spend more. Internet-dominant versus television-dominant consumers spend an average of $5,000 a year more on retail purchases.
The study also found that they rank higher in entertainment, home food, health and travel spending.
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