OPA study says Web is dominant at-work medium

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New York—When it comes to at-work media use, the Internet wins hands down, according to a study released Tuesday by the Online Publishers Association.

The study, “A Day in the Life: An Ethnographic Study of Media Consumption,” tracked the real-time media use of 350 people, recording their activities every 15 seconds. It found that during the day the Web has a 55% reach, compared with 21% for television.

The observational media usage study was conducted by Ball State University's Center for Media Design.

“Industry data show that the Web takes up between 20% and 25% of consumers' overall media time but attracts about 8% of advertising dollars,” said Pam Horan, OPA president, in a news release. “While advertisers have been steadily moving to the Web in recent years, this research indicates the shift should be on a much faster pace.”

—Matthew Schwartz

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