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Results of a study by U.S. firms Harris Interactive and Teenage Research Unlimited on behalf of Yahoo! Inc. and Carat North America shows that the Internet has surpassed television in overall time spent to become the primary medium of choice among the 13-24 age group. The study reveals that an average week for the teens and young adults includes 16.7 hours online (excluding email); 13.6 hours watching TV; 12 hours listening to radio; 7.7 hours talking on the phone; six hours reading books and magazines (personal, not academic). The study of 2,500 respondents shows that the ability to personalize and manage the media experience and content emerges as the primary reason the young people choose the Internet over other forms of media. Unlike early generations who tended to focus on a specific medium, it appears that teens and young adults today feel empowered by the abundance of media and are able to use more than one medium at a time.
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