The Web Is Flat: Why Time Spent Online Is Leveling Off†

Forrester Survey Says Use of Internet Media Stayed Steady at 12 Hours a Week

Advertising Age, July 28, 2009 — Time spent with the internet, as it turns out, doesn't balloon indefinitely.

That might sound obvious, but this is the year web surfing leveled off at 12 hours a week after growing from less than six hours a week in 2004, according to Forrester's annual survey of more than 40,000 American consumers' self-reported media habits. The report, released Monday, also indicates relative stabilization in other media channels, most notably newspaper and magazine reading.