Scarborough Research announced Wednesday that its first 'National Internet
Study' found that 42 percent of online users have consumed some form of
streaming media in the past 30 days, with 38 percent having listened to
streaming audio and 26 percent having watched streaming video.
The results are based on interviews with more than 2,000 adults aged 18 and
up, conducted via electronic mail in 64 major markets.
The research firm also found that nearly one-quarter of online consumers view
less television since they began using the Internet. On the other hand,
Scarborough noted, a small percentage of users consume traditional media more
often, ranging from 7 percent for TV and cable to 11 percent for radio.
Scarborough is a joint venture of The Arbitron Co. and VNU Marketing
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