Internet Reaches More Consumers

If ever there were evidence to support an increase in Internet advertising budgets, the latest Forrester report is it. In a survey involving 5,000 U.S. and Canadian respondents, Forrester found that consumers are spending more time on the Internet compared to most other forms of traditional media.

The number of hours both men and women spend on the computer is second only to the number of hours spent watching television. On average, a typical week for respondents included 10 hours spent on a computer, 6 of which were spent actively browsing the Internet. This is compared to 13 hours spent watching television, 7 hours spent listening to the radio, 3.4 hours spent reading newspapers, and 2.4 hours spent reading magazines.

On a side note, the study also found that men spend more time overall consuming media on a weekly basis, averaging over 7 hours more per week than women on all forms of media except magazines.