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Abstract This study was designed to explore the similarities between television and the World Wide Web (WWW). We adopted a uses and gratifications framework to assess whether Web surfing is a functional alternative to television viewing. A sample of computer-experienced students completed an on-line questionnaire and a three-day on-line media-use diary. We found that three major and two minor television-like reasons for Web surfing: Entertainment, Pass Time, Relaxation, Social Information, and Information. Our respondents used the Web for school, play, to acquire information and materials, and, to some extent, for work. The WWW may be functionally similar to television, especially in its use for diversion. But there are indications that the WWW may not be as relaxing a use of time as television viewing.
Ferguson et al. (Thu,) studied this question.