March 30, 2004
New Survey of US Youth Online
A new report by the Online Publishers Association reveals that 18 to 34 year-olds are more frequent and active internet users than any other age group. The report which is the first in a series of research reports on consumer behavior, shows that while 18 to 34 year-olds comprise only 24% of the total U.S. population, they account for 38% of the total time spent online and 40% of the total pages viewed. This is even more pronounced among men in this age group.
The report points out that this age group feels a perpetual need to stay connected and expect to get online access whenever they choose and wherever they are. Like most Internet users, 18 to 34 year-olds are most likely to go online at home, from work or from school. However, they are significantly more likely than other age groups to access the Web from other non-traditional locations. For example, within 30 days of the survey date, 24% of 18 to 34 year-olds accessed the Web from a friend/relative's home, 16% accessed the Internet via cell phone, and 8% accessed the Web from a library - a significantly higher percentage than any other age group.
Why is this group so important? It seems that 18 to 34 year-olds represent the first 'generation' to have grown up with the Internet, their behavior patterns are a harbinger of future media consumption of the population at large. More than any other age group, 18 to 34 year olds consider the Internet to be one of the most important sources of entertainment available to them. They use the Internet both as a primary source of entertainment and as a resource for entertainment news and information.
The report details where this group went online and what they did. Some of it is predictable and some surprising.
Online Publishers Association Press Release
Download the full report (pdf)
Posted by rsk at March 30, 2004 01:05 PM