Broadband users catching up with telly addicts

The 'Fishbowl 2' study, which follows the Fishbowl study conducted by Freeserve (now Wanadoo) two years ago, asked 1,000 people to record their media consumption in a diary over a period of 2 weeks.



The research revealed that media users are using broadband for an average of 6.1 hours per week, compared to 21.1 hours per week spent watching TV.

The study claimed that broadband usage was eating into TV consumption, with respondents spending 2.1 hours less time watching TV per week and 2.1 hours more online.

Faster internet access also encouraged users to spend more time on the Web, the survey found. Broadband users spent 11% less time watching TV than narrowband users, and 45% more time online.

The study further revealed that 'functional' use of the Internet is declining, with broadband users citing entertainment as their main reason for going online after 6pm.

Broadband users also said the Internet was the only medium which could fulfil all their media needs - entertainment, information, news, gossip, music - all at one time.

Dave McCall, advertising sales director at Wanadoo said: "We decided to carry out this study because we were fed up reading media research which failed to take account of the Internet and now we know why. Our research shows what those of us who work with the Internet have known for a long time. That Broadband Internet is slowly but surely eating into TV consumption."



December 3 2003:

August 22 2002:

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