Conversely, 58% of survey participants say their online time is shifted directly from TV watching time.
Respondents to the telephone survey of 750 households, conducted in the first quarter of this year by Response Analysis Corp., said the most common way they learn about Web sites is word-of-mouth (44%). Second was traditional media (39%), followed by browsing (32%). Most prefer advertising that comes in the form of information (41%) vs. entertainment (9%).
The survey was sponsored by American Express Corp., Chemical Bank, Eastman Kodak Co., Nynex, the U.S. Postal Service and other companies.