More time spent on Web than newspapers by Ioana Madalina Tantareanu

According to a study released on Tuesday, US consumers, this year, will spend more time on the internet than reading newspapers, going to see a movie or listening to recorded music. These results came from a study on how advertisers shift their attention and investments to areas that are becoming most interesting to consumers, like digital marketing. James Rutheford, managing director of VSS, firm that conducted the study, believes this to be a major finding and even finds it worrisome for the mass-media industry, whose ratings dropped slightly last year because of consumer shift from traditional sources of news and entertainment, to Internet and digital media. VSS estimates Internet advertising to become a $63 billion dollar industry by 2011, while last year the leading advertising mediums were newspapers, estimated at about $55.7 billion and broadcast television, at $48.7 billion. It is for the first time in a decade, that a study finds consumers to spend less time with media, in 2006, than the previous year. This year newspaper and recorded music will each drop to 4.9% of media audience while internet will grow to 5.1%. In 2006 Internet was last on media time with 5%, along with newspapers which hit 5% too, recorded music 5.3%, and Tv and radio summed nearly 70% of the time spent with media. This same study shows that more and more time is being spent on the Internet at the workplace, and that this phenomena is going to continue growing from 2007 to 2011.

by Ioana Madalina Tantareanu for PocketNews (http://pocketnews.tv)

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