The effect of the Internet on ordinary Media Essay Example for Free

The effect of the Internet on ordinary Media Essay After 20 years, to see how it has affected the usual ways of getting information, the study has been set up and was based on more than 3,000 interviews from adults aged 18 or older who had accessed the Internet in the past month. This research was conducted by 65 UK leading markets. More than 60 percent of the respondents to a survey chose the Internet for personal and special interest information needs, compared to 18 percent for magazines. When looking for work-related information, 48 percent of the respondents chose the Internet, and only 7 percent preferred magazines. The study also revealed that once consumers begin using the Web, they use it more frequently as their experience increases, and that these same users also tend to use traditional media sources significantly less. The research shows that exposure and experience with the Web is changing consumers fundamental attitude towards traditional media. In comparison with other media sources, we found that user control is a critical preference attribute of the Internet as a medium, providing individual control over content source, time of access, content depth and other parameters. The survey reveals that there is a fundamental shift in media consumption occurring, and traditional publishers will need to evolve as Web adoption and use increases. The first National Internet Study also examined the effect of Internet use on traditional media consumption. Almost 25 percent of online consumers indicated they watch television less often since they began using the Internet. Similar declines have also been reported in magazine reading: 20 percent, newspaper readership: 15 percent and radio listening: 9 percent. A small percentage of users consume traditional media more often radio: 11 percent, newspapers: 9 percent, magazines: 8 percent and TV/cable: 7 percent. The majority of online users stated they have not altered their traditional media consumption or they arent sure how it changed radio: 81 percent, newspapers: 75 percent, magazines: 72 percent and TV/cable: 70 percent. While the majority of online users report no change in their traditional media habits, the fact that substantial percentages of people report altered behaviour is evidence to the continuing evolution of consumer habits, said the president of the company on the Internet Research. In a relatively short period of time, Americans have adopted new ways of getting their news, doing their shopping and seeking entertainment. The appeal of online media will continue to grow as more American adults gain Internet access at home, at work or through portable devices. Nearly 25 percent of online users watch television less often since they began using the Internet. But 50 percent of Internet users report that a television is present in the same room as their computer. 91 percent with a TV in the same room where the Internet is used most often said they watched and surfed simultaneously. Over 25 percent of adults, aged 18 to 34, surf the Internet and always or often watch TV at the same time. With limited hours in a day, consumers seek out ways to maximise the value of their time. An opportunity exists for broadcast media who choose to offer more frequent programming that makes use of both the online environment as well as their traditional media.