Commentary

Most Read AND Surf

Most Read AND Surf

Only 24% of internet users in the US have canceled subscriptions to general news magazines since they began using the internet, according to the "General Internet User Survey" from Content Intelligence, a division of Lyra Research. There is no mention, though, that there is a cause and effect correlation. The study also reports that 8.3% of users are paying for online content, though most for "adult" content, and 5% say they pay for access to an industry-specific site.

US Adult (18+) Internet Users Who Have Canceled Magazine Subscriptions Since Using Internet April 2001 (% of respondents)

General News Magazine 24%
Business/financial News Magazine 23%
Recreational/Special Interest Magazine 21%
Lifestyle/Entertainment News Magazine 19%

Source: Content Intelligence, Lyra Research, July 2001

The study found that 24% of female internet users and 34% of male users have been online for more than five years. Additionally, the report says that 50% of users have had more than a college education and 36% have annual salaries of $75,000 or more.

The study also found that the percentage of users who have substantially decreased their usage of other media is generally greater than the percentage of those who have substantially increased usage of other media.

Decrease/Increase in Media Usage Since Beginning Internet Usage April 2001 (% Net Users 18+)

  +-------------+-------------+-------------+  |             |
Substantial | Substantial |  |             |  Decrease   |  Increase   |  +-------------+-------------+-------------+  |             |             |             |  | Television  |     14%     |     2%
|  | Magazine    |     19%     |     2%      |  | Newspaper   |     12%     |     7%      |  | Radio       |     8%      |     5%      |  +-------------+-------------+-------------+  

Source: Content Intelligence, Lyra Research, July 2001

Read the whole story at www.emarketer.com

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