HALF OF WEB USERS GO TO NEWSPAPER SITES

By: Staff Reports Most Online Users Didn't Change Print Habits


Nearly half (45%) of Internet users have read an online newspaper
during the past month, according to a national Internet study
from Scarborough Research in New York. Of those users, 55%
visited a national newspaper site such as USAToday.com,
NYTimes.com, or WSJ.com.

Not surprisingly, the study found that online readers tend to be
younger than the traditional daily newspaper readership. Forty-
one percent of online readers are between the ages of 18-34,
while only 23% of print newspaper readers fall into this age
group.

Scarborough interviewed over 2,000 adults (age 18+) who have used
the Internet during the past 30 days in 64 leading U.S. markets.

The majority of online users (75%) said they have not altered
their traditional media consumption (or they weren't sure how it
changed). Fifteen percent of online consumers said they were
reading traditional newspapers less often, but 9% said they were
reading print newspapers more often.

The study also found widespread use of streaming media. Nearly
half said they had consumed some form of streaming media in the
last 30 days, including 38% who listened to streaming audio and
26% who watched streaming video.

Scarborough is a joint venture between Arbitron Inc. and VNU,
which also owns Editor & Publisher.



Copyright 2001, Editor & Publisher.