The average US adult has nearly doubled their daily use of the internet as the average US adult spent 2.1 hours per day online in 2006, compared to 3.8 hours in 2008, according to a recent report by The Media Audit.
The internet now represents 32.5% of the typical “media day” for all US adults when compared to daily exposure to newspaper, radio, TV and outdoor advertising.
The report also found that heavy newspaper readers (those who spend more than an hour per day reading) currently spend 3.7 hours per day online. In 2006 the internet represented only 18.4% of a heavy newspaper reader’s “media day,” but today it represents 28.4%.
Combined print and online newspaper advertising revenues totaled $6.6 billion in the first quarter of 2009, according to recent figures from the Newspaper Association of America (see US print and online newspaper advertising revenues totaled $6.6bn in Q1 2009).
This was down more than 28% on Q1 2008 when total revenue was $9.2 billion, said the NAA.
Elsewhere, a survey from The Rosen Group said that a majority of US adult consumers still consider print editions of newspapers and magazines indispensable sources of news and entertainment (see US adults still consider print media valuable entertainment source).
