Online Most Favored of All Media

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ClickZ Stats Formerly CyberAtlas

Trends & Statistics: The Web's Richest Source

 

 

OPA: Online Most Favored of All Media

By Robyn Greenspan

 

The Online Publishers Association (OPA), in conjunction with Frank N.

Magid Associates, Inc., released their Generational Media Study today,

finding the Internet has edged out TV as the medium of choice for 18

to 54-year-olds. Further, the Internet ranks highly across generations

when compared to more traditional forms of media.

 

OPA president Michael Zimbalist called the study, the final report in

a research series primarily focused on 18 to 34-year-olds, a " bookend

on behavior and observations. "

 

Some 45 percent of the 1,235 survey participants indicate the Internet

is their top choice for media, followed by TV at 35 percent. Trailing

much further behind are books, radio, newspapers, videos/DVDs,

video/computer games, and magazines.

 

" The Internet has become pervasive, " said Zimbalist. " If you think

about five years ago, it wouldn't be as easy as going into the park

and getting Internet access. It's much different from going upstairs,

booting up, dialing up. "

 

An Internet preference becomes more pronounced as the study drills

down into the generational breaks. Roughly half the youngest survey

participants — 18 to 24-year-olds — cite the Internet as their top

choice if they had to choose only two media for the rest of the lives;

compared to 44 percent of 25 to 34-year-olds, and 43 percent of 35 to

54-year-olds.

 

On the other side of the media coin, television was the top choice for

39 percent of 35 to 54-year-olds, compared to 37 percent of 25 to

34-year-olds, and just 28 percent of 18 to 24-year-olds.

 

" You can see that across all generations, the Internet is the medium

where they are all spending more time than a year ago, " said

Zimbalist, referring to the roughly 50 percent across the age groups

who say they engaged in the activity more recently.

 

" About 80 percent of 18 to 24-year-olds regularly use the Internet,

considerably higher than any other age group, " noted Zimbalist, adding

there are striking behavioral similarities across the ages.

 

The Internet outdistanced magazines for product and music information,

but fell way behind TV for viewing video. " The one thing we think is

interesting is the head-to-head comparison. The Internet is

qualitatively as good at or better than other media, " he said.

 

" Another key finding, " Zimbalist added, " is the Internet has become so

familiar, it is not a new medium anymore. "

 

Survey participants said they would turn to the Internet first for

information about products, hobbies and interests, music, gaming, and

entertainment. " People are starting to look at the Internet as fun,

not just a purposeful utility. It kind of holds true across the ages, "

Zimbalist noted.

 

However, participants report television is their primary source for

news and entertainment, but Zimbalist said the norm is for consumers

to move back and forth between media. For example, viewers see news on

television, then look it up on the Web; or, they avoid waiting on long

lines in stores to shop online.

 

These media usage observations recall findings from an April study the

OPA conducted with Greystone Communications. That ethnographic study

revealed 18 to 34 year-olds often use media in tandem with one

another, alternating between foreground and background consumption.

 

While not part of the Generational Study, Zimbalist shared the

Internet scored the lowest among the other forms of media in regard to

attitudes about ads and whether they were noticed. " Advertisers are

now paying more attention to the quality of their creative online. We

see an uptake in rich media. "

 

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