Wednesday, August 3, 2005
LOS ANGELES (Hollywood Reporter) - Broadband Internet surfers in North
America watch two fewer hours of television per week than do those
without Internet access, while those using a dial-up connection watch
1.5 fewer hours of TV.
The data come from a Forrester Research study released Tuesday
that uses what it calls the longest-running survey of its kind,
counting nearly 69,000 people in the U.S. and Canada as participants.
Broadband Internet users watch just 12 hours of TV per week,
compared with 14 hours for those who are offline, according to
the study, "The State of Consumers and Technology: Benchmark
Forrester also predicts that the number of broadband households
in the U.S., which already soared to 31 million at the end of
last year from 2.6 million in 1999, will swell to 71.4 million
While its conclusion that Internet usage detract from other
media is not new, the study delves deeper than others, separating
consumers into various categories, including technology "optimists" and "pessimists" and "tenured
Folks making up the latter category have had Internet access
in their networked homes for at least five years and own a laptop
computer. These nomads watch just 10.8 hours of TV each week.
While newspapers and magazines also suffer a bit from
Internet competition, radio and video games do not, the study
The study defines a tech optimist as believing technology will
make life more enjoyable, while pessimists are indifferent or
even hostile to technology. Pessimists outnumber optimists 51%-49%.
"Online media attracts technology optimists in droves," says
the report, noting that they are three times more likely to use
streaming media and peer-to-peer file sharing and read blogs
as are their pessimistic counterparts.
Optimists play video games, read magazines and listen
to the radio more than do pessimists, while pessimists watch
more television. Newspaper reading, according to the
study, is identical among the two groups.
Another conclusion reached by the study is that "consumers
went device crazy in 2004," snapping up all sorts of digital
entertainment gadgets, with adoption rates of many poised for
more explosive growth in the next six years.
Experiencing the most rapid growth might be digital video recorders,
which will be in 42.7 million U.S. households in 2010, up from
6.2 million at the end of last year.
In the same time frame, DVD recorders will go to 56 million
from 12.1 million; MP3 players to 40.1 million from 10.8 million;
DVD players to 102.9 million from 76.2 million; and video game
consoles to 48.8 million from 40.1 million.
The report, though, appears to give short shrift to satellite
radio, not including it in its U.S. household technology adoption
forecast -- though it does note in a section on in-car device
ownership that cars equipped with satellite radios will double
to 5% in 2005 and that buyers of Audis have the highest adoption
rate of satellite radios. The same section notes that in-car
MP3 players are most popular in Acuras, Isuzus and Lexuses, while
in-car video is most popular with GMC buyers.