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Friday, September 24, 2004

More Net Equals Less TV by Robyn Greenspan

The latest online Vs. television usage finding that there is a distinct correlation between the increase in online time and tenure and the overall decline in television viewing. It took only ten years to overtake the most important, most powerful medium of all time.The number of hours spent online in 2003 has increased over 2002 while the number of hours spent watching TV has stayed virtually the same. Growth in online time has risen more quickly than television viewing declined.Other studies have also shown that Internet users are overlapping media, rather than substituting. Research shows that consumers are watching TV while online and vice versa...shifting their attention back and forth between the two media, sometimes minute by minute. Simultaneous usage creates the risk that marketing messages will become diluted, and therefore less effective. Competition for the consumer's attention will continue to increase and be a challenge to marketers.

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