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maui realtor - More than 60 percent of the respondents to a survey by the Content Intelligence Group of Lyra Research chose the Internet for personal and special interest information needs, compared to 18 percent for magazines. When looking for work-related information, 48 percent of the respondents chose the Internet, and only 7 percent preferred magazines. The study also revealed that once consumers begin using the Web, they use it more frequently as their experience increases, and that these same users also tend to use traditional media sources significantly less. "The research shows that exposure and experience with the Web is changing consumers' fundamental attitude toward traditional media," said John McIntyre, managing editor of Intelligence. "In comparison with other media sources, we found that user control is a critical preference attribute of the Internet as a medium, providing individual control over content source, time of access, content depth and other parameters. The survey reveals that there is a fundamental shift in media consumption occurring, and traditional publishers will need to evolve as Web adoption and use increases." The first National Internet Study by Scarborough Research also examined the effect of Internet use on traditional media consumption. Almost one-quarter (23 percent) of online consumers indicated they watch television less often since they began using the Internet. Similar declines have also been reported in magazine reading (20 percent), newspaper readership (15 percent) and radio listening (9 percent).

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