The first in a planned series of reports focusing on the online behavior of television's favorite demographic suggests that, no surprise, the Internet is formidable competition for the eyeballs of 18- to 34-year-olds.
More men and women ages 18-34 are online than any other demographic, and although they are only 24% of the U.S. population, they account for 40% of all Internet pages viewed, according to a just-released study from the Online Publishers Assn. (OPA) and ComScore Networks.
Based on data gathered in October, more than 34% of 18- to 34-year-olds download music each month (compared with 27% of total Internet users), 32% watch online music videos (compared with 21%), 39% watch movie clips or trailers online (compared with 32%), almost 40% get online movie reviews or other movie information (compared with 31%), and 28% get celebrity gossip online (as opposed to 21%), according to the study.
"Because this group represents the first generation to have grown up with the Internet, their behavior patterns are a harbinger of future media consumption of the population at large," the study asserts.
http://www.cnn.com/2004/TECH/internet/0 ... index.html
