For Consumer Product Strategy Professionals

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	September 20, 2007 Benchmark 2007: Media Online Media Use Is Growing But Still Lags TV by James L. McQuivey, Ph.D. with Ellen Daley, Heidi Shey, April Lawson

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Executive Summary

The average adult watches TV 12.4 hours per week, nearly twice the time that they report spending on any other medium. Despite their busy lives, Early Adopters spend 2 more hours per week with the media than anyone else, a direct result of their intense personal Internet use. Network television has nothing to fear overall. Nearly seven in 10 adults regularly watch the top three networks ABC, CBS, and NBC, with Fox just behind at 57%, American Idol notwithstanding. For marketers who want to pitch technology and other products to the prized Early Adopter segment, this summary of media use shows where to reach them.

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