A new report from the Online Publishers Association has found that Web media is the No. 1 at-work media and No. 2 in the home, according to Cnet.
It is also the No. 1 media used in the daytime.
Candace Lombardi of Cnet reports:
"Not surprisingly, newspaper use peaked in the morning; that print media was consumed by 17 percent of the subjects between 8 a.m. and 11 a.m. When this media was combined with Web consumption, the potential reach for advertisers climbed to 44 percent. During the same morning period, the number of consumers using magazines jumped from 7 percent to 39 percent, and from 44 percent to 62 percent for television."
Other studies confirm it:
"In March, the Pew Internet and American Life Project published a report that found more than 50 million Americans per day in 2005 used the Web as their primary news source. It also noted that news gathering was the third most popular Internet activity. A research report released that same month from the Association of National Advertisers, in conjunction with Forrester Research, indicated that advertising money would likely follow those people."
This is a trend that will continue for years as the Web will continually erode the market share of old media businesses.
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