• by Jack Loechner , Staff Writer @mp_research, April 11, 2004

Behavior Patterns of the Internet Generation

The Online Publishers Association (OPA) released the first in a series of research reports designed to provide a detailed view of the 18 to 34 year-old consumer. The first installment of the research found that 72% of all 18 to 34 year-olds are online, the highest percentage of any age group. 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 skew is even more pronounced among men in this age group.

Michael Zimbalist, executive director of the Online Publishers Association, said "The recent ... shifting media consumption patterns of 18 to 34 year-olds demands a deeper look into this important consumer segment. Because this group represents 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."

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. Within 30 days of the survey date, 24% of this group accessed the Web from a friend/relative's home, 16% accessed the Internet via cell phone, and 8% accessed the Web from a library.

They use the Internet both as a primary source of entertainment and as a resource for entertainment news and information. Forty percent use the Web to help choose a movie to watch (and to find out where/when it's playing), while about one-third use it to view local restaurant and club listings. On a daily basis, an average of 30% of all 18 to 34 year-old Internet users visit an entertainment Web site. 32% typically read the arts/entertainment section of the newspaper and 19% regularly read entertainment magazines.

18 to 34 year old females are disproportionately more likely to visit retail categories than the average Internet user, while male 18 to 34 year-olds are focused on non-retail categories, such as gaming, automotive and sports.

Top Indexing Categories
Visitation by Males 18-34 and Females 18-34
Indexed to Total U.S. Online Audience

Males 18-34 Years Old
	Index	Reach
Gaming Information	136	33.9%
Automobile Manufacturer	133	15.7%
Sports	132	47.7%
Travel-Car Rental	129	3.2%
Retail-Tickets	127	17.7%
Entertainment-Movies	124	31.5%
Dir/Resources-Personals	124	31.4%
Retail-Cons. Electronics	123	38.8%
Automotive	122	38.4%
Dir/Resources-Classifieds	122	19.8%
Entertainment-Music	120	53.0%
Entertainment-Radio	120	12.7%
Automotive-Resources	120	32.4%
Auctions	118	51.3%
Service-Free Web Hosting	118	53.9%
Females 18-34 Years Old
	Index	Reach
Retail-Fragrances/Cosmetics	164	10.6%
Retail-Jewelry & Luxury Goods	147	8.6%
Retail-Toys	141	13.4%
Retail-Apparel	140	35.3%
Retail-Food	140	9.9%
Retail-Flwrs/Gifts/Greetings	137	25.3%
Retail-Department Stores	137	27.8%
Community-Family	135	34.7%
Retail-Home Furnishings	133	15.2%
Retail-Tickets	132	18.5%
Community-Women	130	42.1%
Hobbies/Lifestyles-Food	129	22.8%
Retail-Movies	129	13.0%
Careers	128	29.6%
Travel-Car Rental	126	3.1%

Source: comScore Media Metrix

Detailed findings from this report can be found at the Online Publishers Association Web site.