A report from the Online Publishers Association reveals that in the US, 18 to 34 year olds are more frequent and active internet users than any other age group.
The report, compiled in conjunction with comScore Networks, shows that 72% of 18 to 34 year olds are online, this is higher than any other group. In comparison, this age group makes up only 24% of total US population but accounts for 38% of total time spent on-line and 40% of total pages viewed.
Executive director, Michael Zimbalist said: “Because this group [18 to 34 year olds] represents the first generation to have grown up with the internet, their behaviour patterns are a harbinger of future media consumption of the population at large.”
Like all internet users, 18 to 34 year olds are most likely to go online at home, work or school, however this age group is more likely than any other to access the web from other locations. 24% said that within 30 days of the survey starting, they accessed the internet from a friend/relative’s house while 16% accessed the internet via a mobile phone. Zimbalist added: “Eighteen to 34 year olds feel a perpetual need to stay connected. This group expects to get online whenever they choose and wherever they are.”
More than any other, the 18 to 34 age group consider the internet to be one of the most important sources of entertainment available to them; with 40% using the web to help choose a movie and 33% using it for local restaurant and club listings.
The girls are more likely to visit the shopping and retail categories and the boys focus on non-retail categories such as gaming, automotive and sports the report said.
Related Links
