Internet takes shine off old media

The survey, conducted by Infratest Burke on behalf of ad sales house AdLINK, discovered that some 51% of internet users in the UK had less time for television since going online. Germany was slightly higher with 52%, while the highest level was recorded in France with 59%. Print media are also affected by a decline in usage, with an average 29% using the media less.

The findings also show that more than two-thirds of all interviewees tend to use the same few sites, with 70% of UK users only bookmarking 20 websites or less. Sixty-one percent of users use the internet to search for information on products or companies, while an equal number primarily read the news, sport or weather. Sixty percent seek travel information and 55 search for regional information. The other two leading searches are for financial information or job offers.

Personal recommendation is the most common reason internet users will check out a website, followed by advertisements in the print media, TV commercials, banner ads, and lastly, radio.

In the UK, 88% of those surveyed said they mostly use the internet while at home, followed by 11% in the workplace and 1% at university.

In terms of WAP, just 46% of internet users in the UK are aware of this technology, compared to 84% in Germany and 73% in Sweden. However, interest in actually buying a WAP phone is the highest in the UK, with 26% of those interviewed saying they were interested in buying one.

The survey, conducted in the UK, Germany, France and Sweden, asked a representative group of 1,300 online users about media access and equipment, internet experience and their reasons for using the internet.

**www.adlink.net**