The appeal of online media will continue to grow as more American adults gain Internet access at home, at work or through portable devices. But 50 percent of Internet users report that a television is present in the same room as their computer. An opportunity exists for broadcast media who choose to offer more frequent programming that makes use of both the online environment as well as their traditional media. Nine percent of users stated a decline in radio listening after they became online users, while 11 percent indicated an increase in any radio usage. Seventeen percent said they often or sometimes listen to Internet-based radio while they are online.
Online readers tend to be younger.
Scarboroughs's study found that 48 percent of American adults have used the Internet in the past 30 days, with 55 percent having been part of the online community for three or more years. Forty-two percent of online users have consumed some form of streaming media in the past 30 days. The study was based on more than 2,000 interviews from adults 18 or older who had accessed the Internet in the past 30 days. It was conducted via an e-survey in 64 leading U.S. markets. There's yet another study that attempts to classify Internet users by putting them into categories.