British internet users now spend more time on the web than they do watching television, according to a new survey from NOP.
The study – commissioned by internet services provider BT Openworld – found that web surfers spend an average of 3.5 hours a day online, more than the 2.8 hours they spend watching the TV.
This is reputedly the first time a survey has shown television to be less popular than the web among Britons with access to both, and raises questions about the role of TV – not least as an advertising medium – in the future.
In addition, the report found that 44% of respondents consider the news and entertainment on the internet to be better than on TV.
"The results of this survey demonstrate to what extent the internet has developed in a relatively short period of time," commented BT Openworld managing director Duncan Ingram.
"Given the breadth of information the net holds, it's little surprise that users are flocking to the PC as their prime source of information."
Data sourced from: MediaGuardian.co.uk; additional content by WARC staff