December 14, 2010
Time Spent On The Internet Jumped Drastically From 2005
A Forrester study released on Monday found that Americans now spend as much time online as they do watching television.
According to "Understanding The Changing Needs Of The U.S. Online Consumer, 2010," the average U.S. household watches 13 hours weekly of traditional broadcast TV, equaling the same amount of hours spent online.
The report bases the findings on Forrester's survey of over 30,000 consumers.
People ages 18 to 44 spent equal or more time with the Internet, while those between the ages 45 and 54 spent an equal amount of time with both media.
The amount of time spent watching TV has remained constant in the past five years, but Internet use rose 121 percent since 2005.
The percentage of mobile users who report texting on a monthly basis jumped from 54 percent to 61 percent, with an increasing amount of older users communicating beyond phone calls.
One-quarter of online mobile owners now log on to the Internet through their smartphones.
According to Forrester, about 200 million consumers now access their Facebook page through a mobile device globally.
About 16 percent of online mobile users now user their smartphones to check news, sports, or weather, while 13 percent look up directions or maps.
The average mobile user that uses the Internet to check updated information is likely male and college-educated with an average household income over $92,000.
The study found that about one-quarter of U.S. interactive marketers plan to pilot mobile search programs in the next 12 months.
In 2010, 60 percent of consumers shop online, up from slightly over one-third in 2007.
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