TY - JOUR
T1 - The internet audience: Web use as mass behavior
AU - Webster, J.
AU - Lin, S.
PY - 2002
Y1 - 2002
N2 - We conceive of the Internet as a medium of mass communication, and we analyze 2 behavioral features of its audience: size and duplication. Internet audiences are highly concentrated in the most popular Web sites, conforming to Pareto's Law. Duplication across pairs of Web sites is explained by the size o f the audiences unique to each site in the pair, conforming to Goodhardt's duplication of viewing law. In addition, similarities o f content or domain modestly increase duplication across Web sites. A 4-variable model explains over 80% o f the variance in duplication.
AB - We conceive of the Internet as a medium of mass communication, and we analyze 2 behavioral features of its audience: size and duplication. Internet audiences are highly concentrated in the most popular Web sites, conforming to Pareto's Law. Duplication across pairs of Web sites is explained by the size o f the audiences unique to each site in the pair, conforming to Goodhardt's duplication of viewing law. In addition, similarities o f content or domain modestly increase duplication across Web sites. A 4-variable model explains over 80% o f the variance in duplication.
U2 - 10.1207/s15506878jobem4601_1
DO - 10.1207/s15506878jobem4601_1
M3 - Article
VL - 46
SP - 1
EP - 12
JO - Journal of Broadcasting & Electronic Media
JF - Journal of Broadcasting & Electronic Media
ER -