Online Compares Favorably To Other Media Across Generations, According to New Online Publishers Association Report

Business Wire, Sept 21, 2004

NEW YORK -- Generational Media Study Compares Attitudes of 18 to 24 Year-olds, 25 to 34 Year -olds and 35 to 54 Year-olds Toward Various Media

The Online Publishers Association (OPA) announced today the results of its Generational Media Study, the fourth installment in a series of research reports designed to provide a detailed view of the 18 to 34 year-old media consumer. The study, conducted by Frank N. Magid Associates, examines how the Internet, television, radio, newspapers and magazines compare across the generations on a range of attitudinal measures.

Online Compares Favorably in Head to Head Competition

The study asked respondents to compare qualitative aspects of consuming content online versus offline. Online media rate highly in head to head comparisons with offline media across all age groups. For example, 97% believe online is the same or better than magazines for finding information about products and music. In addition, 83% say reading a story on the Internet is the same or better than reading one in a newspaper, and 67% say that watching a short video clip online is the same or better than watching highlights on television. Longer-format videos compare less favorably online, with 63% sill believing that television is better for watching longer video programming.

"Consumers continue to move beyond purely functional uses of the Internet into more media-oriented activities, such as reading stories, looking at photos, and watching video," said Michael Zimbalist, president of the Online Publishers Association. "These results show how receptive people of all ages are to the Internet as a medium and not just a tool."

Internet and Television Tops Among Audiences

The study also found that the Internet and television are the top two media choices among 18 to 54 year-olds, with 45.6% of respondents citing the Internet as their top pick, followed by 34.6% who choose television. The next closest medium is books at 7.5%, followed by radio (3.2%), newspapers (3.2%), videos/DVDs (2.8%) video/computer games (2.1%) and magazines (.9%). The Internet is more likely to be the top media choice for 18-24 year-olds, with 50.5% choosing the Internet, compared to 28.5% who chose television.

Among all respondents, the Internet and television are by far the most frequently used media. Forty-one percent and 52% report using the Internet (exclusive of e-mail, IM and chat) and television, respectively, between 2 and 5 hours per day during the week. Nineteen percent report using the Internet more than five hours per day during the week, while 15% report watching more than five hours of television per day.

Notably, the Internet is the only medium with net growth in perceived time spent. Forty-seven percent of respondents indicate that they spend more time using the Internet now compared to one year ago. Interestingly, 35% of respondents indicate that they spend less time playing video/PC games and 28% say they spend less time watching television.

Attitudes Extend Across Generational Lines

Not surprisingly, the Internet is used more for informational purposes, while television is used more for entertainment and relaxation. Seventy-three percent of respondents say the Internet is an important part of their day and helps them keep up with topics they are interested in, while 65% say it provides them with useful information about products and services. Eighty-six percent say they watch television for entertainment, with 65% indicating that it is an important way for them to relax.

There are no significant differences between age groups in their attitudes toward the Internet, television and magazines. However, the importance of newspapers differs significantly by age group, with 38% of 35 to 54 year-old newspaper readers indicating that reading the newspaper is an important part of their day, compared to only 17% of 18 to 24 year-old readers. Attitudes toward newspapers are generally most favorable among the 35 to 54 year-old demographic with one notable exception - trust. Fifty percent of 18 to 24 year-old newspaper readers say they trust the news they get in newspapers, compared to only 35% of 35 to 54 year-old readers.

Interestingly, 45% of 18 to 24 year-olds indicate that they would turn to the Internet first for national news (vs. 29% of 35 to 54 year-olds), while 58% would turn to the Internet first for weather (vs. 49%) and 51% for sports (vs. 41%).

The OPA's Generational Media Study is a national online survey of 1,235 respondents. The sample 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. The survey was conducted through Frank N. Magid Associates' online division, surveysonline.com. Full results from the study can be found at the Online Publishers Association Web site at www.online-publishers.org.

About Frank N. Magid Associates

Frank N. Magid Associates, the world leader in research-based consultation, applies the most rigorous research methods available to study behaviors, attitudes, and intentions of target audiences. Founded in 1957, Frank N. Magid Associates provides strategic insight and direction for clients in 37 countries around the world. www.magid.com