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Survey: European Youth Increasingly Ditching TV, Radio for Web

Authored by Mark Hefflinger on June 23, 2005 - 8:38am.
London -- European youth are spending less time watching TV and listening to the radio in favor of surfing the Internet, according to a survey of 15-24 year-olds across Europe conducted by the European Interactive Advertising Association (EIAA). Of those surveyed, 46% said they watch less TV as a result of using the Internet; 34% said they talk on the phone less; 33% said they read fewer newspapers; and 22% said they don't listen to the radio as much. In terms of overall media consumption, European youth still spend the most time watching TV (31%), compared with radio (27%), the Internet (24%) and newspapers (10%). Almost half of the young people surveyed said they were prepared to pay for music online (47%), while 25% said they would pay for online gaming. "The 15-24 age group is the holy grail for most advertisers and the EIAA research conclusively demonstrates the extent to which the internet now represents an essential media for this audience, increasingly replacing other media including TV and radio, said EIAA chairman Michael Kleindl.
tags: Internet | Radio | TV | Youth | Power | Web | Survey | Teenager | satistics |