Commentary

Ambimodal

  • by December 15, 2000
Ambimodal

According to a recent NFO Interactive/Burke Inc. study, wired Americans spend 3.8 hours a week watching television while online. NFO and Burke also note that there is still a close relationship between internet usage and television viewership.

 +--------------+----------+----------+
| Type of User | Internet | TV |
| | usage | viewing |
| | (hrs/wk) | (hrs/wk) |
+--------------+----------+----------+
| Heavy | 16+ | 21.4 |
| Moderate | 6-15 | 16.9 |
| Light | 0-5 | 15.1 |
+--------------+----------+----------+
Source Burke, Inc'NFO interactive

Or, looked at it the other way...
+--------------+----------+----------+
| Type of User | TV | Internet |
| | viewing | usage |
| | (hrs/wk) | (hrs/wk) |
+--------------+----------+----------+
| Heavy | 16+ | 14.7 |
| Moderate | 10-15 | 11.6 |
| Light | 0-9 | 9.4 |
+--------------+----------+----------+
Burke/nfo

Broadband users average 5.0 hours per week simultaneously online and watching TV -- compared to users with dial-up access who averaged only 3.7 hours surfing and viewing. High-speed users spend an average of 15.9 hours per week watching television while their dial-up counterparts spend 17.4 hours per week. However, only 16% of respondents report having high-speed access.

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