When you want to learn about the true seachange of media consumption in the U.S., look at this Media-Screen study of broadband users. Here are the top three most popular media-related activities for people in their spare time:
90% Sending email
81% Visiting websites for personal reasons
63% Watching television
When you do the math, broadband users spend 48% of their spare time online in a typical weekday. “Currently, the proportion of advertising resources devoted to the Internet (about seven percent according to ZenithOptimedia) is nominal relative to the value it generates,” says Josh Crandall, managing director of Media-Screen.
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