Internet Responsible For Lifestyle Changes, Says Study

The study revealed that 71% of Americans spend time online and the internet is now regarded as highly as books and newspapers with 61% of users saying that they consider the medium to be ‘important’ to them. This compares with 50% for television, 40% for radio and just 29% for magazines. US web users now spend an average of eleven hours per week online but there does appear to be a credibility problem as only 53% believe most or all of what they read.

The effect on TV viewing It has long been assumed that increasing use of the web would impact on television consumption and this was backed up by a recent Yankee Group study (see Low Income US Homes Watch Most TV, Finds Yankee Group) which found that TV sets were less likely to be found switched on in web households than in non-internet homes.

The UCLA report goes further and seeks to find a correlation between the extent of internet exposure and television viewing. The results showed little shift among new users but over time, it can be seen that individuals gravitate towards the internet.

Effect Of Internet Usage On US TV Viewing
	Less Time	Same	More Time
New Users (<1 Year)	15.7%	69.7%	14.6%
Very Experienced Users (6+ Years)	38.2%	60.3%	1.5%
Source: UCLA Center For Communication Policy, February 2003

Online shopping The net has also had a discernible impact on shopping habits with two-thirds of those surveyed admitting that they have cut back on in-store purchases since they began buying online. The report claims that the percentage of internet users shopping this way declined in 2002 but average annual spend rose above the $100 mark again. Consumers also seem to be more relaxed about online privacy and security issues.

US Adult Online Purchasing
	2000	2001	2002
% Of Internet Users Who Have Shopped Online	45.1	50.9	39.7
Average Amount Spent Annually ($)	113.43	70.21	100.70
Source: UCLA Center For Communication Policy, February 2003

Level Of Concern About Online Privacy And E-Commerce Among US Internet Users
	2001	2002
Not At All Concerned	5.5%	11.2%
Somewhat Concerned	28.8%	34.5%
Very Concerned	65.8%	54.3%
Source: UCLA Center For Communication Policy, February 2003