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Study: Nearly Half Of Web Surfers Use Streaming Media

Close to half (42 percent) of online users have consumed some form of streaming media in the past 30 days.

A new study released today says that two out of five Internet users have consumed streaming media in the past 30 days. Seventeen percent of web surfers surveyed by Scarborough Research say they often or sometimes listen to Internet-based radio while they are online. The Scarborough National Internet Study found that Internet radio listeners are veterans of the Web with nearly two-thirds (65 percent) having been online for three or more years. Close to half (42 percent) of online users have consumed some form of streaming media in the past 30 days. More than one-third (38 percent) listened to streaming audio and more than a quarter (26 percent) watched streaming video. Nine percent of users stated a decline in terrestrial radio listening after they became online users while 11 percent indicated an increase in any radio usage.

“While the majority of online users report no change in their traditional media habits, the fact that substantial percentages of people report altered behavior is evidence of the continuing evolution of consumer habits,” says Bob Cohen, president of Scarborough Research. “In a relatively short period of time, Americans have adopted new ways of getting their news, doing their shopping and seeking entertainment. The appeal of online media will continue to grow as more American adults gain Internet access at home, at work or through portable devices.”

Scarborough Research conducted more than 2,000 interviews with adults 18 or older who had accessed the Internet in the past 30 days via an e-survey in 64 major U.S. markets.

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