• by Nina Lentini  @Nina_Lentini, February 12, 2008

Although the writers' strike is expected to end soon, the networks can expect to have lost some viewers to another small screen--on the computer.

 

Nearly 30% of 900 respondents to a poll conducted by online lead-generation provider Prospectiv said they are spending more than two hours per day on the Internet since the strike began. Ninety-nine people, or 33.9%, said they spend one to two more hours surfing the Web, and 37% say they spend 30 to 60 minutes more.

"Those are big numbers," Prospectiv CEO Jere Doyle tells Marketing Daily. "Television has lost some people. Habits are hard to break, and they can still watch their favorite shows via the Internet." He also notes that it will take a few months for original programming to return.

What have they been doing online while not watching Jon Stewart and Jay Leno reruns? Nearly one third are--ouch!--reading books; 22.5% are watching the reruns; a similar percentage are watching PPV or rented movies; 15.4% are reading newspapers or magazines, and a mere 9.2% are taking the opportunity to get more exercise.

Most of those online (34%) said they are attending to personal activities such as e-mail and paying bills; 31% are just generally surfing, browsing; and 20% are shopping or researching products and services.

Of particular interest to marketers interested in reaching these consumers:

• 41% report that their online spending has increased during this period

• 63% are spending time online looking for special discounts, coupons and offers from their favorite brands and products

• 74.2% would sign up for one-off coupons and discounts for their preferred brands and products

"Consumers have been watching TV less and less over the last 10 years," says Doyle, "and the writers' strike has exacerbated this situation. It will really be interesting to see if, when the strike ends, they go back. Once you lose somebody, it's much harder to get them back."