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August 09, 2005
Internet use threatens to overtake TV in Canada
A survey from Ipsos Reid suggests that the Internet may soon overtake TV as the most popular medium. The survey says:
The recent Ipsos Reid study Online News and Information Seeking: What the Future Holds shows that the amount of time Internet-using Canadians are spending actively using the Internet is on the rise, averaging 12.7 hours per week (up 46% from 8.7 hours in 20022). This increase appears to have come at the expense of radio as the typical Internet-using adult spends 11 hours per week listening to the radio, down from 16 hours per week in 2002. While weekly Internet usage has surpassed radio listening, television retains the number one position among media sources with Internet-using Canadians averaging 14.3 hours of TV viewing per week. Still, the gap between Internet and TV usage is closing (a difference of 1.6 hours per week compared to 4.5 hours in 2002), with the Internet threatening to overtake television should these trends continue.
Catherine Rogers, senior research manager with Ipsos Reid's Media Practice, said, "In order to combat this growing threat, traditional media sources must continue to find innovative ways to use the Internet as a complement to their total offering."
This leaves us free to speculate about the how this trend will be directly proportional to the cost of online advertising. How will it affect the job market? What about employees who need to be re-trained to work within this medium?
It also makes one wonder about companies who spend their advertising budgets on more traditional methods, while excluding the Internet.
Posted by Steve MacLellan at August 9, 2005 01:17 PM
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