|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
|PDF version (download)|
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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.