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BizReport : Research archives : June 26, 2009

Americans greatly increasing time spent online

On average, American adults are now spending just under 4 hours each day online; that is an 81% increase over 2006 numbers, according to a new report from The Media Audit. Researchers have found that the Internet now accounts for more than 30% of a 'media day' for adults in the US.

by Kristina Knight

This is good news for marketers, as long as the marketer can find the consumer at the right time. For many, the bulk of their online time is being spent with local or national newspapers. More than one hour each day is spent with online papers, according to the report, and the reach of these papers just keeps growing.

New Orleans Times Picayune reaches about 85% of the population while the San Antonio Express-News reaches just over 80% of their readership. Syracuse's Post-Standard reaches 84% and Buffalo News reaches 83% of their populations.

So, then, online newspapers could be a good place for local marketers to reach out to their customer base.

Bob Jordan, President of The Media Audit said, "Daily newspapers were the first to embrace a multi-platform distribution strategy amidst a period when consumers were spending more and more time with the Internet. And as a result, newspapers followed the way of the consumer. By doing so, they have broadened their reach to include younger consumers. And these consumers are buying new cars and driving sales for retailers who represent a significant portion of the newspaper industry's revenue."

Tags: online advertising, online research, The Media Audit, time online

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