Home  › Stats › Audience/Traffic

OPA: Online Most Favored of All Media

  |  September 21, 2004   |  Comments

The Internet and TV rule as the forms of media survey respondents would choose for the rest of their lives.

The Online Publishers Association (OPA), in conjunction with Frank N. Magid Associates, Inc., released their Generational Media Study today, finding the Internet has edged out TV as the medium of choice for 18 to 54-year-olds. Further, the Internet ranks highly across generations when compared to more traditional forms of media.

OPA president Michael Zimbalist called the study, the final report in a research series primarily focused on 18 to 34-year-olds, a "bookend on behavior and observations."

Some 45 percent of the 1,235 survey participants indicate the Internet is their top choice for media, followed by TV at 35 percent. Trailing much further behind are books, radio, newspapers, videos/DVDs, video/computer games, and magazines.

"The Internet has become pervasive," said Zimbalist. "If you think about five years ago, it wouldn't be as easy as going into the park and getting Internet access. It's much different from going upstairs, booting up, dialing up."

An Internet preference becomes more pronounced as the study drills down into the generational breaks. Roughly half the youngest survey participants – 18 to 24-year-olds – cite the Internet as their top choice if they had to choose only two media for the rest of the lives; compared to 44 percent of 25 to 34-year-olds, and 43 percent of 35 to 54-year-olds.

On the other side of the media coin, television was the top choice for 39 percent of 35 to 54-year-olds, compared to 37 percent of 25 to 34-year-olds, and just 28 percent of 18 to 24-year-olds.

"You can see that across all generations, the Internet is the medium where they are all spending more time than a year ago," said Zimbalist, referring to the roughly 50 percent across the age groups who say they engaged in the activity more recently.

"About 80 percent of 18 to 24-year-olds regularly use the Internet, considerably higher than any other age group," noted Zimbalist, adding there are striking behavioral similarities across the ages.

The Internet outdistanced magazines for product and music information, but fell way behind TV for viewing video. "The one thing we think is interesting is the head-to-head comparison. The Internet is qualitatively as good at or better than other media," he said.

"Another key finding," Zimbalist added, "is the Internet has become so familiar, it is not a new medium anymore."

Survey participants said they would turn to the Internet first for information about products, hobbies and interests, music, gaming, and entertainment. "People are starting to look at the Internet as fun, not just a purposeful utility. It kind of holds true across the ages," Zimbalist noted.

However, participants report television is their primary source for news and entertainment, but Zimbalist said the norm is for consumers to move back and forth between media. For example, viewers see news on television, then look it up on the Web; or, they avoid waiting on long lines in stores to shop online.

These media usage observations recall findings from an April study the OPA conducted with Greystone Communications. That ethnographic study revealed 18 to 34 year-olds often use media in tandem with one another, alternating between foreground and background consumption.

While not part of the Generational Study, Zimbalist shared the Internet scored the lowest among the other forms of media in regard to attitudes about ads and whether they were noticed. "Advertisers are now paying more attention to the quality of their creative online. We see an uptake in rich media."

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Resources

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...