Internet Chosen for Information, Television for Entertainment
The "Generational Media Study," conducted by Frank N. Magid Associates for the Online Publishers Association compares media choice among age groups and the Internet, television, radio, newspapers and magazines.
The study found that the Internet and television are the top two media choices among 18 to 54 year-olds.
Top Two Media Outlets Adults (18 to 54) would choose (% respondents)
| 1st choice | 2nd choice | |
| Internet | 45.6% | 32.1% |
| TV | 34.6 | 27.8 |
| Books | 7.5 | 11.0 |
| Radio | 3.2 | 9.7 |
| Newspapers | 3.2 | 6.0 |
| Video/DVD | 2.8 | 6.3 |
| Video/CompGames | 2.1 | 3.7 |
| Magazines | 0.9 | 3.5 |
Source: Online Publishers Association (OPA) September 2004
The Internet is likely to be the top media choice for 18 to 24 year-olds.
Top Two Media Outlets Chosen by Age (% of respondents)
| Age | First choice | Second choice |
| Internet | ||
| 18-24 | 50.5% | 30.7% |
| 25-34 | 43.6 | 35.3 |
| 35-54 | 42.8 | 30.4 |
| Television | ||
| 18-24 | 28.5 | 28.8 |
| 25-34 | 36.5 | 26.0 |
| 35-54 | 38.6 | 28.5 |
Source: Online Publishers Association (OPA) September 2004
The Internet, though, is used for informational purposes, while television is used for entertainment and relaxation. 73% of respondents say the Internet helps them keep up with topics they are interested in, and 65% say it provides them with useful information about products and services. 86% say they watch television for entertainment, and 65% indicate that it is an important way for them to relax.
Michael Zimbalist, OPA president, said "(The) results show how receptive people of all ages are to the Internet as a medium and not just a tool."
You can find out more here.
JACK LOECHNER
Center for Media Research
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