Since 2001, most Internet users say that they have continued reading the same amount of printed material, according to the USC Annenberg School Center for the Digital Future. Three-quarters said so in 2001, and 70% did in 2006.
But the number of Internet users saying they spend less time with offline printed materials rose from 19.3% in 2001 to 23.2% in 2006.
In a statement accompanying the findings, the USC Annenberg Center said Internet users "are using printed materials less often and are instead seeking out that information online, frequently from the online versions of the same sources. Everything in our work strongly suggests that this trend will increase significantly."
The long-term trend of substituting Internet reading for print contrasts with other media.
Despite the rise of Internet usage and online video, television viewing has not declined. In fact, consumers are watching more TV than ever, according to Veronis Suhler Stevenson.
Consumers have multitasked and reprioritized their media habits to accommodate TV. So why is print reading on the decline?
USC found that many print sources, especially magazines and newspapers, are now available online and often free.
As more TV programming is made available online, viewers may well follow the same path as readers.
Learn how newspapers are adapting to the digital age. Read eMarketer's Newspapers and Magazines Online: Content Is Still King report.