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BizReport : Research archives : January 04, 2011

Study finds TV time, Online time equal

When it comes to leisure time a shift is occurring with American consumers. According to a recent Forrester Research report US consumers are now spending as much time online as they are with traditional television. Researchers found that consumers are now spending about 13 hours per week with both the Internet and television outlets.

by Kristina Knight

This should come as no surprise. Earlier research showed that younger (18-30 year olds) consumers were already spending more time online than on the couch, but the new report shows that consumers between 31 and 44 are also spending more time online than on the couch.

That isn't to say that television is dead because researchers also found the time spent with television hasn't declined over the past five years. Instead, consumers are simply finding alternative times to go online - for instance, going online at work, staying up late at night, giving up time listening to the radio or spending less time with newspaper/magazines. And don't forget, when consumers go online at work, they are still more likely to be online for work purposes than for leisure purposes while TV time is considered a leisure only activity.

But don't count television out just yet. Forrester's researchers have found that brands are being much more innovative in the television arena - and not just during special events like the Super Bowl. To make everything from the 30-second commercial to product placements more interactive, researchers say brands can expect more online-like abilities - like ads consumers can click from their Internet ready television sets to visit a website.

Tags: Forrester Research, internet, online video, television, time spent, video

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