US Consumers Now Report Spending Equal Time With TV And The Internet

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Forrester, 12/13/10

There was a lot of buzz last week about Procter & Gamble’s decision to move spend away from TV soaps and daytime dramas and toward digital channels. And our most recent report (our annual look at consumers’ online behaviors), published today, supports this trend. For the first year ever, the average time US consumers report spending online is the same that they report spending watching offline TV. While Gen Yers have been spending more time online than watching TV offline for a few years now, this is the first year for Gen Xers. And Boomers now report spending equal time for both. Of course, Seniors Boomers still report spending most of their media time offline.

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