Sudden surges in availability & options have always had one effect on the consumer and almost unfailingly so : decrease in perceived value.

Typically, as the number of TV channels burgeoned, viewers started 'surfing' between channels. And when newspapers started promoting sales by reducing cover price, readers opted for 2 (rival) papers for the price of one - although how many actually read both (or even 1!) is a matter of much debate.

Today, there is a different, new strain of clutter that is called cross-media clutter. As the media consumer's options continue to increase at an alarming rate, there is emerging a pattern of simultaneous, multiple media habits. The largest distraction for TV is the internet - more & more television viewers surf the internet simultaneously. Many others read newspapers & magazines while 'watching' TV. And a few actually 'listen' to radio while 'watching' TV!

Because of its nature, the effect of cross media clutter on internet users is worse. The number of internet surfers who give their un-divided time to web-sites is far, far less than that for television viewers. A part of the reason may certainly be attributed to the fact that internet surfing is largely considered a 'diversionary' activity (whether done during office hours, after hours or from home).