A new study shows that consumers with workplace Internet access spend more time online than they do watching TV.
Conducted by Millward Brown IntelliQuest for the Online Publishers Association (OPA) in November, the study compares consumers who had accessed the Internet from work in the past 30 days with those who hadn’t. The use of e-mail was not considered for the purposes of this study.
These at-work users of the Web spent 34% of their total media minutes online, with 30% spent watching TV, and 26% listening to the radio. These figures represent a typical 24-hour day, including at-home usage of the Net. The study found that 91% of at-work users also logged on at home.
“Busy working people now spend more time on the Internet than they spend either watching television, listening to the radio, or reading newspapers or magazines,” said Michael Zimbalist, acting executive director of the OPA, a New York-based industry trade group that includes USAToday.com, Knight Ridder Digital, New York Times Digital, Washingtonpost.Newsweek Interactive, and Cox Enterprises. The study suggests that the Internet dominates daytime media usage in the same way that TV dominates evenings.
At-work users should be attractive to advertisers. Forty-five percent of at-work users are between the ages of 18 and 34, while only 26% of non-work users are in that age bracket. The Net-using workers are also more likely to be highly educated and have household income greater than $75,000.
At-work users also indicated that online advertising is more rich in information than traditional advertising.
Employers may not always agree, but 79% of these employees believe the Net has made them more productive workers, and 69% said it helps them balance their personal and professional lives.
More information is available at http://www.online-publishers.org/.