Young Men Move From Television to the Internet
Posted on November 14, 2003
The Online Publishers Association (OPA), an industry trade organization, announced on November 5 the results of a recent media consumption study of men aged 18-34 who are frequent visitors to online news, information and entertainment websites. The study, conducted by Frank N. Magid Associates, found that this group reports spending significantly more time online each week than it spends watching television.
Specifically, men aged 18-34 report spending an average of 21 hours per week online, compared to only 15.7 hours watching television.
"These data suggest that use of the web may indeed be a contributing factor to the measured decline in primetime TV viewing this season among men 18-34," said Michael Zimbalist, executive director of the Online Publishers Association. "The degree to which Internet use has contributed to a permanent shift in the media habits of U.S. consumers, including men 18-34, will be the subject of a major study of 18-34 year olds and their media habits to be released by the OPA in early 2004."
