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It is found that, on average, internet users spend significantly less time on traditional media than nonusers, while both groups spend the same amount of time on social activities. Furthermore, users\u2019 sociability and use of traditional media are positively correlated with each other, while among nonusers there is no such correlation. When the spotlight is turned on internet users, a new measurement, called \u2018sophistication of internet usage\u2019, is employed to examine the impact of internet use on traditional media use and sociability. It is found in the study that internet use does not influence users\u2019 sociability and use of traditional media, regardless of the length of internet adoption history, which disconfirms the so-called \u2018novelty effect\u2019.<\/jats:p>","DOI":"10.1177\/1461444810375976","type":"journal-article","created":{"date-parts":[[2010,12,16]],"date-time":"2010-12-16T20:49:53Z","timestamp":1292532593000},"page":"568-586","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":7,"title":["A game of win-win or win-lose? Revisiting the internet\u2019s influence on sociability and use of traditional media"],"prefix":"10.1177","volume":"13","author":[{"given":"Tai-Quan","family":"Peng","sequence":"first","affiliation":[{"name":"Macau University of Science and Technology, Macau,"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Jonathan J. 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