An IDC study of consumer online behaviour found that the Internet is the medium on which online users spend the most time (32.7 hours/week). This is equivalent to almost half of the total time spent each week using all media (70.6 hours), almost twice as much time as spent watching television (16.4 hours), and more than eight times as much time as spent reading newspapers and magazines (3.9 hours).

“The time spent using the Internet will continue to increase at the expense of television and, to a lesser extent, print media,” said Karsten Weide, programme director, Digital Media and Entertainment at IDC. “This suggests that advertising budgets will continue to be shifted out of television, newspapers, and magazines into Internet advertising.”

The data also show that consumers tend to use the media they grew up with. The older the respondents, the more they consume TV, newspapers, and magazines; the younger they are, the more the Internet displaces usage of traditional media. Using search engines (84 per cent of respondents), mapping and navigation services (83 per cent), personal research (77 per cent), and using email (76 per cent) are the most frequent online activities.

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