Scarborough: Changes In Online User Use of Traditional & Internet Media.

Scarborough Research unveiled the results of its first National Internet Study, which reveals a snapshot of consumer online media habits and changes in the way Internet consumers embrace online media and use traditional media.

The Scarborough National Internet Study found that nearly half (48 percent) of American adults have used the Internet in the past 30 days with 55 percent have been part of the online community for three or more years. Close to half (42 percent) of online users have consumed some form of streaming media in the past 30 days. More than one-third (38 percent) listened to streaming audio and more than a quarter (26 percent) watched streaming video.

The study also examined the changes in traditional media consumption of online users and found declines across all media. Almost a quarter (23 percent) of online consumers indicated that they view television less often since they began using the Internet. Similar declines have also been reported in magazine reading (20 percent), newspaper readership (15 percent) and radio listening (9 percent). However, a small percentage of users consume traditional media more often – radio (11 percent), newspapers (9 percent), magazines (8 percent), and TV/cable (7 percent). Since using the Internet, the majority of online users stated they have not altered their traditional media consumption or they aren’t sure how it changed- radio (81 percent), newspapers (75 percent), magazines (72 percent) and TV/cable (70 percent).

“While the majority of online users report no change in their traditional media habits, the fact that substantial percentages of people report altered behavior is evidence to the continuing evolution of consumer habits,” said Bob Cohen, president, Scarborough Research. “In a relatively short period of time, Americans have adopted new ways of getting their news, doing their shopping and seeking entertainment. The appeal of online media will continue to grow as more American adults gain Internet access at home, at work or through portable devices.”

Not only do fans access the Internet, but they spend quality time online. In fact, according to Scarborough’s National Internet Study, over half spend five or more hours online in an average week (51 percent), and more than one-quarter (26 percent) spend 10 or more hours surfing the net. While they are online, fans devote time to sports-related activities, such as checking for scores or other sports info (46 percent) and visiting a sports Web site (60 percent). As one would expect, MLB.com is definitely a popular sports site with loyal MLB fans. More than one-third (34 percent) have visited the site in the past 30 days.

Broadcast Media

Nearly one-quarter (23 percent) of online users watch television less often since they began using the Internet. Yet half (50 percent) of Internet users report that a television is present in the same room as their computer. Nine out of ten (91 percent) people with a TV in the same room where the Internet is used most often said they watched and surfed simultaneously. Over one-quarter (27 percent) of adults, age 18-34, surf the Internet and always or often watch TV at the same time.

“With limited hours in a day, consumers seek out ways to maximize the value of their time,” said Mr. Cohen. “An opportunity exists for broadcast media who choose to offer more frequent programming that makes use of both the online environment as well as their traditional media.”

Looking at radio listening, nine percent of users stated a decline in listening after they became online users while 11 percent indicated an increase in any radio usage. Seventeen percent often or sometimes listen to Internet-based radio while they are online. Internet radio listeners are veterans of the Web with nearly two-thirds (65 percent) having been online for three or more years.

Online Newspaper Readership

More than two out of five Internet users (45 percent) have read an online newspaper in the past 30 days. Half of online newspaper readers (55 percent) have logged on to a national newspaper Web site including The New York Times, Wall Street Journal and USA TODAY. Online readers tend to be younger – 41 percent are between the ages of 18-34 — than traditional daily newspaper readership – 23 percent are between the ages of 18-34. This allows newspapers with online editions to reach a new younger audience.

Streaming Media

Similar to online newspaper consumption, two out of five Internet users have consumed streaming media in the past 30 days. ‘Streamies’ – those who view/listen to streaming audio or video – are frequent Internet users, with more than three in five (61 percent) using the Internet at least three times a day and two thirds using the Internet for more than three years. Streamies are 26 percent more likely than the average Internet user to have a broadband connection. Ninety-one percent of streamies have listened to streaming audio, and sixty-one percent have watched streaming video in the past 30 days.

Methodology

The data for this report was compiled from the 2000 Scarborough National Internet Study. More than 2,000 interviews from adults 18 or older who had accessed the Internet in the past 30 days were conducted via an e-survey in 64 leading U.S. markets. The data are projectable to total U.S. adults 18+ in the 64 markets who use the Internet in the past 30 days. The Scarborough National Internet Usage Study explores in detail Internet users and their habits while online. In addition, the study looks at consumers’ attitudes regarding the online community and Web advertising.

For more information at http://www.scarborough.com