By Antone
Gonsalves
TechWeb.comMon Jan 30,
The average online consumer spends the same amount of time
on the Web, as the do on TV, a market research firm said.
Respondents to a
"Even the most intensive users of newspapers and
magazines spend less time reading these publications than they do online or
watching TV," JupiterResearch analyst Barry Parr
said in a statement. "TV and newspaper companies risk losing an entire
generation of users unless they immediately start promoting their online
products,"
The Internet is displacing the use of other media, such as
radio, magazines and books. The latter is suffering the most, with 37 percent
of all online people reporting that they spend less time reading books because
of their online activities.
The report also found that intensive online users are the
most likely demographic to use advanced Internet technology, such as streaming
radio and RSS feeds.