Arlington US: 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 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:

1. 60 per cent of business decision makers surveyed said that the Web is the best way for advertisers to reach them, outpacing all other mediums surveyed. Less than 40 per cent recommended using television or radio.

2. Nearly 50 per cent 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. 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.

3. 17 per cent use the Web at least five hours per weekday (excluding e- mail).

4. More web equals less TV: 50 per cent of those that have increased their Web usage in the last year said they have decreased their television viewing as a result.

5. News is noteworthy: 90 per cent said that they use the Web to read general news.

The survey is one of the first to look at how the powerful business decision maker audience views and uses digital media. Nearly half of those surveyed said the Web influenced their business purchases, outranking traditional offline media outlets. A driving force behind this appeal is the internet's ability to act as an immediate research tool for product and service information.

Through strategic partnerships between NetRatings, 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.

US based MORI Research claims to be a leader in media research and consulting with more than 20 years of experience working with newspapers, broadcasters, magazines and Web sites. MORI tracks readership and advertising trends, reach and frequency measurement, demographic profiles, audience segmentation and organizational return on investment. washingtonpost.com is an award-winning news, information and entertainment resource.