Some Scary Data for Traditional Media

Burst Media just put out some findings from its research with 18-24 year olds that now shows they spend more time with the Internet than any other medium:

One-third (33.6%) of college students 18-24 years say they use the Internet more than 10 hours during a typical week; 20.3% say more than 20 hours. Male college students are more likely than female college students to be heavy consumers (more than 20 hours) of the Internet – 37.2% versus 29.8%, respectively.

College students do not consume radio and television at the volume they do the Internet. In fact, only one in five say they spend more than ten hours a week watching television (18.8%) or listening to the radio (18.2%); and sizable numbers say they spend less than three hours per week watching television (30.1%) or listening to the radio (45.6%).

 

This research was conducted with US college students in August. Any individual set of findings must be taken with caution, but these findings are consistent with other research and larger adoption trends.

All the things that newspapers, TV broadcasters and yellow pages publishers fear about the gradual abandonment of their traditional products will come to pass unless they can offer a strong online version to complement the traditional medium. It’s very clear that younger users consider the Internet to be an all-encompassing uber-medium.

The top five sites for 16-25 year olds, according to a July, 2006 study by Youth Trends, were Google, Facebook, MySpace, Yahoo! and iTunes.

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2 Responses to “Some Scary Data for Traditional Media”

  1. The Internet and the ‘43-Hour Day’ « Screenwerk Says:

    […] Yahoo! and OMD have done some more research (globally) and found that the Internet and mobile are now central parts of daily family life. In fact, confirming other Burst Media research, the Internet surpasses TV and all other media in terms of time spent with it on a daily basis. […]

  2. Will Sullivan's Journerdism - Online journalism, multimedia, web design, media changes and all things nerdy. Says:

    […] Some Scary Data for Traditional Media “One-third (33.6%) of college students 18-24 years say they use the Internet more than 10 hours during a typical week; 20.3% say more than 20 hours.” […]

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