ARD/ZDF Online Study: The Internet has Reached Everyday Life
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[Berlin, GERMANY] The passage of the Internet into everyday life is reflected in the accessed content and the times of use. For most users, the Internet is a medium which demonstrates a concrete intrinsic value pertaining to everyday life. At the forefront are, accordingly, sending and receiving e-mails, accessing the daily news as well as advice and service offers. This is among the results of the ARD/ZDF Online Study 2000 and the ARD/ZDF Offline Study 2000 commissioned by the ARD/ZDF media committee.
Users are dealing with what the Internet has to offer more and more matter-of-factly and routinely. They use the Internet more often and longer than in previous years. What's more, the enormous rate at which the number of private Internet connections is increasing indicates that the most traffic is shifting to the evening hours without negatively influencing classic media. The share of those online who believe that they watch less television because of their use of the Internet has been stable for years at about one-third. Television consumption in general, as supported by electronically measure data, has remained constant or, respectively, has even increased slightly.
The ARD/ZDF Online Study was conducted by the Wiesbaden Institute for Market and Social Research ENIGMA for the fourth time since 1997. Both representative samples are based on all online users and, respectively, non-users in Germany 14 years of age and older.
Television, as a sort of all-around medium, addresses information and entertainment needs equally "corresponding to the need for social orientation and integration" according to the writers of the study. In contrast, most Internet users, except for young users, use the Internet mostly functionally-pragmatically. Television, radio and the Internet, then, complement each other.