• by Masha Geller , October 11, 2002

A study released last week by GartnerG2 confirms – yet again - traditional media’s worst fears of the last few years: the web is changing consumer offline behavior. And, according to the researchers, newspaper and TV consumption is affected the most.

According to Gartner’s data, compiled from a survey of 4,398 consumers, about 20% of the respondents spend somewhat less or much less time with Television and newspapers than they used to before the onset of the Internet and nearly 15% read magazines less.

And it’s not just ad supported media that’s suffering. About a third of those surveyed also said they placed fewer long-distance telephone calls. About 18% said they go to see fewer movies.

In the communications arena, more than half of consumers said they use snail mail less than they had before the Internet.

What’s traditional media to do? Gartner suggests, "traditional media and advertisers should take advantage of this change in consumption habits and develop Internet and email distribution channels.”

How? Establish an Internet marketing plan to reach new customers. Develop an email option for billing, promotions and other correspondence previously sent via regular mail."