Who will write the book?

Date of publication: June 9, 2002

Company: Nielsen

Author: Ian Garland

Abstract:

This paper seeks to establish the extent to which the same consumers will view television and surf the Internet given access to both media. The results are drawn from a single-source panel in which both viewing and surfing was tracked for individuals. The results indicate that little convergent activity is evident now, but that consumers do use both media in a complementary fashion.

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