(New York; Sept. 9, 2002; PRNewswire) A new study shows that business decision makers are more heavily influenced by advertising on the Web than advertising on any other top medium. The study, which was jointly conducted by washingtonpost.com, Nielsen//NetRatings @plan and MORI Research, also found that increased usage of the Web by decision makers is leading directly to their decreased usage of leading traditional media.

The survey of 999 people on washingtonpost.com who met @plan's definition of a "business decision maker" makes it increasingly clear that the Web has begun to eclipse other media in its appeal and influence, particularly among critical audiences. Among the key findings in the survey were:

* 60 percent of business decision makers surveyed said that the Web is the best way for advertisers to reach them, outpacing all other mediums surveyed.

* Nearly 50 percent say the Web has influenced them to make a purchase or obtain a service for their business, while only 35 percent chose the next closest medium.

* 17 percent use the Web at least five hours per weekday (excluding e-mail).

* 50 percent of those that have increased their Web usage in the last year said they have decreased their television viewing as a result.

* 90 percent said that they use the Web to read general news.

For more detailed results and methodology, and to see the complete definition of a "business decision maker," visit: http://www.washingtonpost.com/decisionmakers .

"The findings show that the Web, and particularly online news, has established itself as a powerful medium for reaching and influencing business decision makers," said Carolyn Clark, Internet media analyst, Nielsen//NetRatings. "Not only are business decision makers spending more time on the Internet when compared to other media, more than 60 percent recommended online advertising as a key marketing vehicle to reach them."

The survey is one of the first to look at how the powerful business decision maker audience views and uses digital media. The study was conducted as a joint effort between washingtonpost.com and @plan, with additional assistance in formulating the questions provided by MORI Research.

"This study provides significant evidence that national content sites like washingtonpost.com have become vital platforms for influencing key audiences," said Christopher M. Schroeder, washingtonpost.com CEO and publisher. "Through this survey, business decision makers have told us that the Web is the best place to reach them. Perhaps most importantly, they've made it clear that what they're seeing on the Web is leading directly to purchases."

"Nearly half of those surveyed said the Web influenced their business purchases, outranking traditional offline media outlets," added Clark. "A driving force behind this appeal is the Internet's ability to act as an immediate research tool for product and service information."

Below are summaries of some of the key findings.

The Web is the Way for Advertisers

60 percent of business decision makers recommend the Web when asked which media to include in an advertising campaign to reach them. Less than 40 percent recommended using television or radio.

An overwhelming 77 percent of business decision makers said that the Web is the place where they prefer to find out about new products and companies, and nearly half said that the Web has actually influenced them to make a purchase or obtain a service for their business.

More Web Equals Less TV

While confirming recent findings that the Web is the dominant medium during the day, the survey revealed that business decision makers' increased usage of the Web has led directly to decreased usage of television, radio, magazines and newspapers. Of the respondents who said that they have increased their Web usage over the last year, fully 50 percent said that this has led to a decrease in their television viewership.

News is Noteworthy

Business decision makers use the Web for news more than any other reason. Ninety percent of respondents said that they use the Web to read general news or current events.

About Nielsen//NetRatings

Through strategic partnerships between NetRatings (Nasdaq: NTRT - News), Nielsen Media Research and ACNielsen, the Nielsen//NetRatings services include worldwide Internet audience measurement, AdRelevance tracking of online advertising creatives, impressions and expenditures, and the @plan Internet user lifestyle, demographic, and product brand preferences measurement. Nielsen//NetRatings uses patented technology capable of measuring both Internet use and advertising to provide the most timely, accurate and comprehensive information in the global marketplace. For more information, please visit http://www.nielsen-netratings.com .

About MORI Research

MORI Research is a national leader in media research and consulting with more than 20 years of experience working with newspapers, broadcasters, magazines and Web sites. Based in Minneapolis, MORI tracks readership and advertising trends, reach and frequency measurement, demographic profiles, audience segmentation and organizational return on investment. For more information, please visit http://www.moriresearch.com .

About washingtonpost.com

washingtonpost.com is an award-winning news, information and entertainment resource. The site is one of the leading general news sites on the Web, and it has the highest composition of business decision makers of any of the top eight news sites. The site offers the day's Washington Post, continually updated news coverage, breaking stories and extensive original content, as well as a growing suite of cultural, community and commerce services that make it the definitive guide to Greater Washington. washingtonpost.com is published by Washingtonpost.Newsweek Interactive, the new-media and electronic-publishing subsidiary of The Washington Post Company.