Online Public Attitudes - 2006 Annual Report

When it comes to the Internet’s appeal, a year ago we found that its convenience and a variety of viewpoints were its key attractions. In 2005, new research again suggests the importance of convenience. According to research conducted by the Pew Research Center for the People and the Press, nearly three quarters (73%) say they prefer the digital version of a newspaper to the print version because it is more convenient.

Cost may be less of a factor, which may encourage producers who want to start charging. Only 8% told Pew they preferred the net because it was free.1

Control or interactivity is a major appeal as well. A survey conducted by the Online Publishers Association in partnership with the Media Management Center at Northwestern University found that the top driver for online site use was that the Internet “entertains and absorbs me.”

The researchers also studied engagement with newspapers and television and found that several other drivers were unique to the Internet, often related to control. These included: “connects me with others,” “tailored for me,” “guides me to other media,” “a way to fill my time,” “my guilty pleasure,” and “tries to persuade me.”2