Consumer Usage Patterns of the Internet and Traditional Media. Internet Usage, Media Consumption, Demographics and Lifestyles in the Local Market Context

This paper compares and contrasts consumer usage patterns of the Internet and traditional media across the top fifty markets in the United States.

Consumer Usage Patterns of the Internet and Traditional Media. Internet Usage, Media consumption, Demographics and Lifestyles in a Local Market Context.

Jane H. Mulligan Scarborough Research, United States.

INTRODUCTION

Americans as a whole are more likely than citizens of other countries to be early adopters of technology. The argument could be made that the American propensity for technological acceptance has its roots in the explosion of consumer convenience goods and entertainment options that began following the Second World War. Since television came to the scene, it has grown from a novelty item to a ubiquitous necessity, where it...

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