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 |
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 |
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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