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|
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|
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."
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