The average U.S. adult has nearly doubled their daily use of the Internet in the past three years according to a May report by The Media Audit. In 2008 the average U.S. adult spent 3.8 hours per day, compared to 2.1 hours in 2006, an 81% increase over three years. As a result, the Internet now represents 32.5% of the typical "media day" for all U.S. adults when compared to daily exposure to newspaper, radio, TV and outdoor advertising. 

According to the report, even people who are considered to be heavy newspaper readers are spending about as much time online as a typical adult. Those who spend at least an hour a day reading papers are currently spending 3.7 hours online. While the Internet only represented 18.4% of a heavy newspaper reader's media consumption in 2006, that number has grown to 28.4%. 

Interestingly, local newspaper websites have tremendous reach into their communities. For example, in New Orleans, nola.com reaches just over 50% of the adults who live in the New Orleans metro area. When combined with the print readership, the website audience represents an 85.8% total unduplicated reach among adults over 18 years old. 

Bob Jordan, president of The Media Audit concluded that, "Daily newspapers were the first to embrace a multi-platform distribution strategy during a period when consumers were spending more and more time with the Internet. And as a result, newspapers followed the way of the consumer. By doing so, they have broadened their reach to include younger consumers. "