Behavior Patterns of the Internet Generation

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
Gaming Information13633.9%
Automobile Manufacturer13315.7%
Travel-Car Rental1293.2%
Retail-Tickets127 17.7%
Retail-Cons. Electronics12338.8%
Service-Free Web Hosting11853.9%
Females 18-34 Years Old
Retail-Jewelry & Luxury Goods1478.6%
Retail-Apparel 14035.3%
Retail-Department Stores13727.8%
Community-Family 13534.7%
Retail-Home Furnishings13315.2%
Community-Women 13042.1%
Travel-Car Rental1263.1%

Source: comScore Media Metrix

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

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