Just an Online Minute... Watch TV or Surf the Net?
According to Greenfield, it turns out that 62% of Internet users said that if they had to choose how they spend their time, they would watch less TV to have more time on the Internet and 11% would be willing to give up ALL their TV time to use the Internet. Greenfield surveyed about 1,000 individuals and claims the panel was adequately weighted to be representative of the Internet as a whole, but I'm still not sure the above findings constitute the imminent demise of the television industry.
The study also found that 21% would give up some of their recreation time if they had to choose between recreation or using the Internet; and 9% would be willing to miss time with family and friends if they had to choose between those activities and using the Internet.
Notably, the survey also found that as far as favorite Internet activities are concerned, 55% surf the web with no specific objective; 43% play online games (no bias on pogo.com's part here, I'm sure), 27% plan their next vacation (a factoid just confirmed by NetRatings), 25% check their investments, 17% look for a new job, 10% look for a new place to live.
That's just to give you a hint on where to run your banners.