Internet And Television Come Out As Top Media Choices
The internet and television have come out on top as the two top media choices for those aged 18 to 54, with well over two-thirds of people saying that they would choose these over radio, newspapers and magazines as forms of entertainment.
Those aged 18-54 said they use the internet more than television, which ranked in second place, with 50.5% of 18-24 year olds opting for the web as their first choice media, compared to 28.5% for television.
In fact, in all age groups the internet came out on top over television, with 43.6% of 25 to 34 year olds citing this as their first choice, along with 42.8% of 35 to 54 year olds.
The survey revealed that all age groups have similar attitudes towards the internet with most people using this as a source of entertainment.
| Attitudes Towards The Internet | |||
| 18-24 years | 25-34 years | 35-54 years | |
| I use the internet for entertainment | 77% | 74% | 72% |
| The internet help me keep up with topics I am interested in | 74% | 75% | 70% |
| Using the internet is an important part of my day | 74% | 74% | 71% |
| Content on the internet provides me with useful information about products and services | 60% | 67% | 67% |
| Using the internet is an important way for me to relax | 49% | 48% | 52% |
| The internet is my most important source of news | 45% | 43% | 35% |
| I trust the news I get on the internet | 43% | 44% | 40% |
| Source: Online Publishers Association, September 2004 | |||
The respondents attitudes to television was also very similar to that of the internet, with watching television for entertainment coming out on top in each age category.
| Attitudes Towards Television | |||
| 18-24 years | 25-34 years | 35-54 years | |
| I watch TV for entertainment | 84% | 88% | 87% |
| Watching TV is an important way for me to relax | 62% | 66% | 68% |
| I trust the news I get on TV | 48% | 47% | 39% |
| TV helps me keep up with topics I am interested in | 41% | 40% | 42% |
| Watching TV is an important part of my day | 39% | 38% | 40% |
| TV is my most important source of news | 39% | 39% | 45% |
| TV programmes provide me with useful information about products and services | 32% | 26% | 33% |
| Source: Online Publishers Association, September 2004 | |||
The internet was the only media with net growth over the period of the survey, with just under one-half (47%) of respondents indicating that they spend more time now using the internet compared to one year ago, with 28% saying they spend less time watching television.
While there was no significant difference between age groups in their attitudes towards the internet, television and magazines, the attitude towards 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 olds.
Younger users said they tend to go online for news, with 45% of 18 to 24 year olds indicating this, while 58% would turn to the internet for weather and 51% for sports.
A recent report from UK media regulator, Ofcom, shows that television and radio are still firm favourites, despite consumers spending more time and money on ‘new media’ such as the internet and mobile phones than ever before (see TV And Radio Still Firm Entertainment Favourties).