Online media compares favorably with other media: survey
By Our Corporate Bureau | 23 Sep 2004
New York: The Online Publishers Association (OPA) has announced the results of the fourth part of its Generational Media Study, a national online survey of 1,235 respondents in the US conducted through Frank N Magid Associates' online division, surveysonline.com. The study consisted of a nationally representative gender distribution within three age groups: 18 to 24 year-olds, 25 to 34 year-olds and 35 to 54 year-olds.
TV and internet tops media choices among audiences
The study found that the internet and television are the top two media choices among 18 to 54 year-olds, with 45.6 per cent of respondents citing the internet as their top pick, followed by 34.6 per cent who choose television.
Books and DVDs
The second closest medium is books at 7.5 per cent followed by radio (3.2 per cent), newspapers (3.2 per cent), videos / DVDs (2.8 per cent) video / computer games (2.1 per cent) and magazines (.9 per cent).
The internet is more likely to be the top media choice for 18 to 24 year-olds, with 50.5 per cent choosing the internet, compared to 28.5 per cent who chose television.
All respondents said the internet and television are the most frequently-media.
Interestingly, 35 per cent of respondents indicate that they spend less time playing video / PC games and 28 per cent say they spend less time watching television.
Internet as an information resource
Interestingly, 45 per cent of the 18 to 24 year-olds indicate that they would turn to the internet first for national news (vs. 29 per cent), while 58 per cent would turn to the internet first for weather (vs. 49 per cent) and 51 per cent for sports (vs. 41 per cent).
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