Study: Web No Threat to Traditional Media

The heaviest users of the Web are also avid consumers of traditional media — listening to radio and watching television as they point their browsers to e-commerce, informational sites and recreational sites, says a new study.

The latest Pathfinder Study released by Arbitron NewMedia found that the time heavy Web users spend with TV, radio, audio tapes/CDs, newspaper and magazines exceeds that of light Web users.

“The slightly lower levels of TV viewing among the Web population appear more related to the income, education and age profile of Web users rather than to any displacement by Internet use,” said Roberta McConochie, director of research, Arbitron NewMedia.

“Instead we find that the Web is often used in conjunction with radio and television, which points to the possibility of some innovative cross-media promotion and programming.”

Arbitron is an international media and marketing research firm serving broadcasters, advertisers and advertising agencies in the United States and Europe. In the United States.

Arbitron NewMedia provides survey research, consulting and methodological services to the cable, direct broadcast satellite, telecommunications, online and new media industries.

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