SAMPLE EXCERPT:

(Online Newspaper)

The earliest National Internet Study by Scarborough Research looked at the impact of Internet use on conventional media use as well. Nearly a quarter, 23% to be precise online users stated that they view television less frequently after they started getting the benefit of Internet. Reading of print journals has also dropped likewise with 20%, newspaper readership 15% and listening to the radio 9%. A miniscule proportion of users use conventional media more frequently with radio 11%, newspaper 9%, magazines 8% and TV / Satellite television 7%. Nearly all online users admitted not having changed their usage of conventional media or they are not certain the manner in which it transformed with radio constituting 81%, newspapers 75%, magazines 72% and TV Satellite television comprising 70%. (Internet Becoming Preferred Information Source)

Whereas the bulk of the online users state that there has been no alteration in their conventional media habits, the reality that significant proportion of individuals declaring changed attitude is substantiation to the ongoing progression of habits of consumer, according to Bob Cohen, president of Scarborough Research. Within a comparatively limited time frame, Americans have taken up novel methods of receiving their news, fulfilling their buying needs, and looking for entertainment. The demand of online media will go on rising as more number of American adults secures Internet access in their residence, in their workplaces or by means of handheld gadgets. Roughly, 25% of online users have reduced their television viewing habits from the time they started to use the Internet. However, half of the Internet users testify that a television sits in the same room as their computer. (Internet Becoming Preferred Information Source)

Among nine out of ten people having a TV placed in the same room where the Internet is used most frequently narrated that they viewed the TV and browsed the Internet in tandem. More than 25% of the adults between the ages of 18 to 24 browse the Internet and throughout or frequently view TV concomitantly. Given the fixed hours in a day, consumers find out methods to optimize the importance of their time as stated by Cohen. A prospect is there for transmission media who prefer to present increased frequency of programming that utilizes the online settings and their conventional media as well. Nine percent of users mentioned a drop in their radio listening habit following turning to the Internet, whereas 11% pointed out a rise in any radio usage. Seventeen percent reported that they frequently or at times hear to Internet radio station at the time while they are online. (Internet Becoming Preferred Information Source)

Listeners of Internet-Radio are the old-timers of the Internet with about roughly two-thirds who have stayed online for three or in excess of that. In excess of two out of five Internet users have perused an online newspaper in the last 30 days. 50% readers of online newspaper have accessed a mainstream newspaper Internet site as also New York Times, Wall Street Journal and USA Today. Mainly the youth segment constitutes online readers. The age group of 18-34 constitutes forty-one percent compared to conventional daily newspaper readership, in which the 23%'s age lie within 18 and 34. A study undertaken by Scarborough's revealed that 48% of American adults have accessed the Internet in the last 30 days; with 55% being part of the Internet bandwagon for more than three years. Forty-two percent of online users have entertained themselves by viewing moving pictures. The study was taken from a sample of more than 2,000 interviews from adults of 18 years or higher who had logged in to the Internet in the last 30 days. It was undertaken through an e-survey in 64 major markets of the United States. (Internet Becoming Preferred Information Source)

As per the predictions of a study done by Scarborough Research in New York City, the online newspapers readers' occupy at least 15% of individuals. The study revealed that the number of people who read merely an online newspaper boosts the scope of the daily paper in the top 75 markets by 11%. TownNews.com in Moline, Ill., affirmed that majority of online newspapers are the top most electronic medium in their market segments. This indicates that people pay less attention to any one of the radio stations in town and browse most of the communities' online newspapers more. In Washington, online reader's amount to 28% of residents, which shows maximum spread of online newspapers among adult population? Austin is positioned second for the highest percentage of online newspaper readers and as per Scarborough, in Austin, 10% of the natives look at the online newspaper but not the print edition. The study also adds that online readers, usually, are highly clever, expected to signify the dominant people in their communal area and be politically occupied.

The study by MORI Research additionally revealed that for the bulk of online newspaper consumers, reading online newspapers does not in any way affect their usage and readership of other media. The irresistible reaction from telephone and online survey was that their utilization of radio, TV and newspapers was about the same among the many types of media. But an increasing number of the online users state that they are making lesser use of all media. The MORI Research found out that the online users perceive the newspaper Web sites as a magnified form of the printed form more than as a substitute of it. When they were asked as to why they used the Internet for reading rather than the printed versions of the newspaper, a few of the general users and ***** readers told that: more appropriate information or breaking news was 38%; searching capacity were 34%; to get the intensity of background information in stories in print was 32%; for facts which are not presented in the print versions was 31%. In spite of many developments in multimedia, readers give slightest importance for audio and video. 21% of online newspaper users and sixteen percent of general users say that these are the causes for using online newspapers. Though multimedia is given an upper ranking by the users with broadband facilities and who are in the age group of 18-34, it is even now at the base. (Online Visits Boost Reach)

The newspaper online sites are amongst the most talked about and accepted locally oriented destination on the web, as per a report from NFO Ad:Impact, of Greenwich, Conn. A comparative study found that 66% of online users were informed of online newspaper Web sites, while 34% were interested in local useful city guide sites. The newspaper sites are visited by many people: on an average 48% of people saw the local newspaper site and 16% saw the local city guide. An anticipated total population viewpoint for the markets review was done by NFO Ad: Impact and it projected that almost 5 million online users visited the newspaper sites during 30 day period of study and it turned out to be twice the quantity of the combined traffic on the local city sites. (NAA: Print readership decline offset by online gains. Newspapers and Technology)

As per the study by Forrester Research in Cambridge, the Mass online newspaper and magazine readership qualities improved among the more knowledgeable Web users. Nearly nineteen percent of people, who are already online readers for six to 12 months, visit the newspaper site more than once per week. Internet users who have experience of 37 to 48 months, the multi-week custom improves to 22%. Internet consumers who have more than 60 months of online experience, the Forrester scale tops them at 27%. A latest report by NAA, "Power Users: A Profile of Online Newspaper Consumers" says that the online newspaper readership is found more among the experienced Net users. Sixty-percent of readers to newspaper-sponsored sites have online experience for 48 months or more, when compared with 41% of general users. (Newspaper sites add audience; improve stature as Net marketplace)

ComScore Networks, the Research and Internet Measurement Company says that the spectators for most important newspaper Web sites increased much earlier than the markets' total Internet user base, in seven of the 10 largest U.S. markets. In addition the firms' studies also found that when compared to the normal Internet user, the mass of visitors to these sites spends more money online. For a period of six months, ComScore made its measurements with New York area as an example and showed excessively sturdy increase in exclusive visitors for newspapers in their local Designated Market Areas (DMA), in which visitors to the New York Daily News Web site increased to 23%. In 12 of the 13 markets studied by ComScore the most important information for marketers and advertisers is that the online newspaper readers waste more money online than the general Web users and are standard visitors to news and…