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11% of Young Adults Watch TV Onlineby Andrew Redfern @ 26th November 2008 7:55 pm
In a milestone for consumer media use, 11% of adults ages 18 to 34 now watch TV online at least once a week, according to the latest findings by MultiMedia Mentor(R) (MMM) from Knowledge Networks. These young adults spend 80% more time online than the general 18-to-34 population, and 16% more time (about 1.25 hours per day) with media generally; they are also much more likely to belong to and use social networks. MultiMedia Mentor(R) is the leading resource for targeting consumers more efficiently with media. Through year-round MMM surveys, Knowledge Networks collects the most authoritative information available about consumers’ time spent with eight key media; through exclusive software, it allows clients to analyze the media habits of product users and other target groups, finding sometimes unexpected ways to allocate cross-media advertising to reach those consumers at a cost savings. The 18-to-34 leading-edge media group — defined by their weekly viewing of TV programs online — has grown from 10% in the Fall 2007 MultiMedia Mentor(R) report to 12% in Spring 2008 (11% is the weighted average across the two waves). Among these young adults: – Daily time spent with the Internet and TV is about equal — roughly 3.5 hours for each – Almost half (46%) belong to one or more social networks — indexing at 177 versus the general 18-to-34 population — and this activity consumes 19% of their online time, versus 12% for the general 18-to-34 population – Instant messaging accounts for 16% of the TV-online group’s Internet time (compared to 12% for all 18-to-34s) – Email was the most used of five specific online activities at 19%, the same proportion of time spent as the general 18-to-34 group “Weekly viewing of TV programming online is emerging as a marker for leading-edge media use among this crucial 18-to-34 group,” said Bob DeFelice, Vice President for Client Service at Knowledge Networks. “For the most part, the TV-online viewers are not trading one medium for another; they are just adding a big helping of Internet time. As more and more of the 18-to-34 population moves in this direction, understanding this group’s media preferences and habits will grow in importance to marketers. And we know that a ‘platform-agnostic’ approach — one in which content is accessible many places, at the user’s demand — will be an essential ingredient of reaching young adults.” Knowledge Networks specializes in solving complex, high-impact problems, providing extraordinary quality and service to leaders in business, government and academia. We work closely with clients to create healthy consumer-brand connections, effective marketing and advertising, sound public policies, and accurate social science research. We have established respected practices in media, marketing, advertising, and government & academic studies. KN excels in study design, analytics, and custom panel creation; we deliver affordable, statistically valid online research through KnowledgePanel(R)– the only available probability selected, nationally representative Internet panel. Would you like to know about Internet Marketing? If so, contact Hit Search, Search Engine Optimisation and Pay Per Click & Social Space Marketing specialists, on 0845 643 9289. Remember, its a big world out there, make sure you become visible. Other Related Stories That May Be Of Interest:
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