HOLLYWOOD REPORTER
Many choosing Web over TV
(Fri., Feb. 2, 2001)
By Paul Bond
The television seems to be getting less and less respect these days.
Two studies to be released shortly confirm that the Internet is successfully capturing
the hearts and minds of consumers. There's nothing new there, except that it appears
to be doing so at the expense of television.
When folks watch television and surf the Internet simultaneously -- as about 12%
of Americans often do, according to various studies -- it's the computer that
is more likely to hold their attention, a report from Statistical Research Inc.
says.
That report, titled "The TV/PC Connection 2001," says 80% of those who watch primetime
television while surfing the Internet consider the Internet their primary activity.
Another study, this one from Arbitron and Edison Media Research, offered consumers
a sort of Sophie's choice: Which would you rather give up: your Internet connection
or your television?
Television is still the favorite, but a full one-third of the respondents said
they would ditch their televisions before disconnecting from the Internet.
"The Internet is a young medium," Arbitron vp communications Thom Mocarsky said.
"It's a surprise that so many refuse to give it up. Consider it a warning to the
established electronic media."
And as the sample gets younger, respondents are more willing to swap the television
in favor of the Internet. Of those ages 12-24, about 47% would give up television
first, 50% would give up the Internet first, and 3% were undecided.
Young people are also more likely to surf the Net while watching television, Mocarsky
said. "That kind of multitasking is second nature to young people, who have grown
up with the Internet," he said.
The report, titled "Internet VI: Streaming Media at the Crossroads," is the sixth
in a series of reports from Arbitron that explores the characteristics of the
streaming media audience.
The report distinguishes between "streamies" and other individuals. Streamies
are those who have experienced streaming Internet media.
Active streamies -- those who partake in it at least weekly -- are even less likely
to part with their Internet connections. In fact, it's a dead heat with television,
with 47% saying they would give up television first, 47% saying they would give
up the Internet first and 6% undecided.
Arbitron also addressed streaming advertising by surveying 100 ad agency decision-makers.
Half said they were interested in that sort of advertising, but they also said
they have not been approached by the folks who sell such ad space.
Mocarsky said Arbitron has concluded that consumers are ready, willing and able
to embrace ads on the Internet in exchange for free content.
Arbitron and Edison Media Research will debut their most recent study at the Radio
Advertising Bureau's 2001 conference in Dallas today. The findings are based on
a survey of 1,356 at-home Internet users age 12 and older.