A new research (.pdf) by Nielsen/NetRatings reports that three out of four home and work Web users go online through non-browser-based Internet applications, such as media players, instant messengers and file-sharing tools.

This is a very interesting and valuable indication for advertisers who should learn to differentiate their investments in online promotions.
In the online world, the "multi-channel" concept can be developed in a broader sense, referring not only to web sites advertising but also, for example, to branded skins for messengers and media players, as well as banners placed in file-sharing applications.