The traditional newspaper is no longer enough for news seekers today.

According to the Nielsen Media Index survey, Singaporeans are increasingly turning to the Internet for both news and entertainment.

Emerging as readers' choice for online news is the Singapore Press Holdings' (SPH) stable of online products.

They include AsiaOne and SPH's online newspapers, citizen-journalism site STOMP and OMY.com.sg. The sites attract an audience of over 431,000 unique users every week.

AsiaOne saw an increase in readership over the same period, attaining a record number of close to 13 million page views in September 2008, and unique audience numbers of over a million. The Nielsen Media Index also reported a nine per cent growth in the readership of online newspapers in the past year.

"The survey results are an obvious indication of the changing habits of today's generations, besides just consuming content, readers now want to be able to interact and contribute content," says AsiaOne Editor Adrian Tay.

"AsiaOne and the various other SPH's online products give readers that platform where they can not just read but comment and contribute, hence the appeal of our sites," Mr Tay adds.

"While traditional media remains strong, our media owners know the importance of planting their presence in the virtual world. With the multimedia savvy consumer these days, having an online presence is increasingly seen as a way to increase the touch points with one's audience," said Rebecca Tan, Executive Director for Nielsen Media Research.

In Singapore, some six in 10 people surveyed consider themselves daily users of the Internet. Apart from more common usage like email and general surfing, the Internet is also satisfying the entertainment and social needs of Singaporeans.