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This study investigates uses and gratifications of the World Wide Web and its impact on traditional mass media, especially television. Uses and gratifications of the Word Wide Web are compared to television viewing motivations identified by Rubin (1981, 1983). Principal component analyses identified six Web use motivations: entertainment, social interaction, pass time, escape, information, and Web site preference. Relationships between each use motivation and Web affinity, perceived realism, and ease of use are examined, as is the association between the amount of time spent on the Web and media use. About one‐fourth of all respondents reported spending less time watching television, using their VCR, reading magazines, and reading newspapers since discovering the Web.
Barbara K. Kaye (Sun,) studied this question.