According to a new study from The Media Audit, 27% of adults have visited a local TV web site in the past 30 days.
The study, conducted between January 2006 and April 2007, is based on a telephone survey of 118,211 randomly selected adults across 88 markets. Only two of the top 15 markets make it into the top 15 for adults who visit a local TV Web site - Houston (10th) and Philadelphia (13th).
Across the nation 73% of adults are going online. With 27% going to local TV Web sites, this means that nearly 40% of Internet users are visiting their local TV websites. This is a strong testament to the appeal of the local TV Web sites.
There are 6 markets: Raleigh, Tulsa, Denver, Columbia, Little Rock and Madison, where over half the adult online population is going to a local TV Web site. Of the top 15 markets, two Texas markets - Houston and Dallas - make it into the top 5 for converting online visitors to local TV website visitors. Philadelphia, Detroit and Seattle make up the rest of the top 5.
One might think that heavy TV viewers would be more inclined to go to local TV websites but such is not the case. The study also found that there was virtually no correlation between heavy TV viewing and visiting TV Web sites.
Locally, 66.7% of all Cleveland adults logged onto an online service or the Internet during the past 30 days from the latest figures available. Of that amount, WKYC.com was visited by 13.5% of those same surfers. Only a percentage point or two separated WJW, WEWS, and WKYC for their websites.
To view the Cleveland statistics: CLICK HERE
Courtesy: The Media Audit