By: E&P Staff A new study released by the Online Publishers Association (OPA) finds that the Internet now rivals television in terms of reach, and that online media extends the impact of all media.
The study, called "A Day in the Life: An Ethnographic Study of Media Consumption," used observational research methods to track the real-time media use of 350 people, recording their actual activities every 15 seconds. The study was conducted by Ball State University's Center for Media Design.
The OPA says that the results prove that the Web is "clearly a mass media" in terms of reach and duration of use. When it comes ot at-work media use, the Web dominated (with 54.6% reach, compared to television?s 21.1%), and was the only medium to ranks in the top two both at work and at home.
According to the OPA, the research also found that the Web "increased the reach of television by a remarkable 51 percent in the morning, 39 percent in the middle of the day, and 42 percent in the afternoon." The impact is even greater when it comes to magazine advertising -- the Web more than doubles the reach of magazines.
Full details of the study results are available
here.
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