The Web as a Medium: An Exploratory Comparison of Internet Users versus Newspaper Readers

As the amount of time and money spent on the Internet increases, so does concern over how this new medium fits into our current media consumption patterns. Past research has revealed that Internet usage has increased at the expense of other more traditional media. Further, the Internet has come under criticism of promoting anti-social behavior, depression, and withdrawal from society. However, others speculate that the Internet has a positive impact on society so powerful that it will become an integrated part of our consumption patterns and literally reshape the information gathering process and retail landscape. Regardless of one’s position for or against this new medium, research is needed to understand how the Internet fits into our daily life as compared to other more traditional media. This study investigates characteristics of Internet users compared to a more traditional medium – newspaper readers. Consumers of each medium are compared based on their perceived materialism, shopping innovativeness, self-esteem, and volunteer inclinations. Implications for marketers and researchers are discussed.