A survey by leading ISP, Wanadoo, has revealed that the end of the couch potato is nigh, as broadband Internet use erodes TV consumption in homes across the UK.
The 'Fishbowl 2' study, asked 1,000 people to record their media consumption and preferences in a diary over a period of 2 weeks. It showed broadband to be the fastest growing medium in the home while TV is the fastest declining.
According to the research, media users with high-speed broadband connections are using broadband for an average of 6.1 hours per week, compared to 21.1 hours per week spent watching TV.
Furthermore, broadband users spent 11 per cent less time watching TV than narrowband users, and 45 per cent more time online.
In addition, the study revealed that 'functional' use of the Internet is declining, with broadband users citing entertainment as their main reason for going online after 6pm.
Broadband users also said the Internet is the only medium to satisfy all their media needs - including entertainment, news, music and gossip - at once.
Dave McCall, advertising sales director at Wanadoo, said: "We decided to carry out this study because we were fed up reading media research which failed to take account of the Internet and now we know why. Our research shows what those of us who work with the Internet have known for a long time. That Broadband Internet is slowly but surely eating into TV consumption."
"Advertisers need to take notice of this now, because not only is broadband the fastest growing medium in the home, it is the only medium that has 100 per cent advertising presence, 100 per cent of the time."
Sources: Net Imperative, Revolution Magazine
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