Television use by different generations of Internet users

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Author(s): Paul van Niekerk, Marlies van Bergen
Collection: WAM - Worldwide Audience Measurement 2005 - Cross Media and Television
Keywords: Media Testing, Advertising Research

ESOMAR Best Paper Award 2004/2005
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Is time spent on the Internet at the cost of time spent in front of the TV set?

In publications on the relation between Internet use and TV viewing, most analysts take only one point in time into consideration. This leads to misinterpretations.

The authors conclude that the first Internet users do view less TV initially, but over time Internet starters' TV viewing approaches the average TV viewing time, even exceeds it.

We also show that TV viewing time first drops off after the start of Internet access, but then returns to the previous level in one or two years.

Date of publication: 23.06.2005
ISBN: 92 831 1382 9
Order Code: S302-06
Number of pages: 12

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