It's versus Its

It's versus Its:

A study detailing the tragic death of the apostrophe in the internet era.

For the purposes of this study the researchers tracked the use, misuse and non-use of the apostrophe in internet based forums where random users generate the content to assess the average layperson's usage of the apostrophe and to determine if the apostrophe still has a place in the English lexicon in the internet era. The researchers also devoted time to quotation marks to determine.........