According to a recent report by The Media Audit, in the past three years, the average U.S. adult has nearly doubled their daily use of the Internet as the average U.S. adult spent 2.1 hours per day online in 2006, compared to 3.8 hours in 2008, an 81% increase over three years.
As a result, the Internet now represents 32.5% of the typical “media day” for all U.S. adults when compared to daily exposure to newspaper, radio, TV and outdoor advertising.
Even those who are considered heavy newspaper readers spend about as much time online today as the typical U.S. adult. According to the report, heavy newspaper readers, those who spend more than an hour per day reading, currently spend 3.7 hours per day online. In 2006 the Internet represented only 18.4% of a heavy newspaper reader’s “media day,” but today it represents 28.4%.