A Forrester Research study reported in Mediaweek recently has found the “heady days of steep upticks in Internet use appear to be over.”
After experiencing steady growth from 2004 – 2007, time spent online has plateauted in 2008 at about 12-hours a week, unchanged from the year before.
Television still leads the Internet and every other medium in the study with an average of 13 hours of viewing a week.
Mediaweek also noted that over the 5-year period in which the Internet showed its greatest growth, TV remained unchanged as Internet usage came at the expense of other media.
In that period, time spent with radio declined by 18%, newspaper time fell by 17% and magazines lost 6%.