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Multitasking Youth

Study: Multitasking Youth Prefer Internet Over Radio for Music

Authored by Mark Hefflinger on September 27, 2005 - 7:28am.
New York - Sixty percent of 13-24 year-olds in 11 countries said they preferred the Internet for music, compared with 20% who preferred radio, according to a study conducted by OMD on behalf of Yahoo. In the U.S., the gap was a bit closer, with 47% saying they prefer the Internet for music while 27% preferred radio. The report indicated that this generation often consumes multiple media formats at the same time, and that "traditional media are often pushed to 'background' status in the 'media-meshing' hierarchy." "A key finding from this study is that members of the My Media Generation can fit up to 44 hours of activities in just one day," said OMD Worldwide president and CEO Joe Uva. "Their ability to perform up to three tasks simultaneously, using multiple technologies, allows them to potentially increase their media consumption during their average waking hours."
tags: Internet | Radio | Music | Study | Multitasking Youth |