TALK STORY

Study: Web rivals TV for coveted eyeballs

POSTED BY: HAKEN
UPDATED: Sunday, April 4, 2004 08:36
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Saturday, April 3, 2004 12:57 PM

HAKEN

Likes to mess with stuffs.


We've known this all along.

Quote:


Study: Web rivals TV for coveted eyeballs

LOS ANGELES, California (Hollywood Reporter) -- 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.

"It's the most coveted category by advertisers and a group that has been defecting primetime television," OPA president Michael Zimbalist said, explaining why his group intends to make 18- to 34-year-olds the subject of several future reports.

"The most amazing thing," he said of the demographic, "is that 30% of them are going daily to entertainment sites. That's far more than the 19% who regularly read entertainment magazines."

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.





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Sunday, April 4, 2004 8:36 AM

ROCKETJOCK


There will now be a moment's pause, so that the studio audience can say "Well, Duh!" I guess some things are so obvious that it takes a study to point them out.

Reminds me of a Scott McCloud story; a character notes that a recent study proves that people with a deeply held religious belief deal with terminal illness better than those without. The character's reaction is something like "Of course they do; that's what religion is for! What's tomorrow's headline going to be? "War hurts people?" "Teenagers interested in sex?"

If the net weren't a viable alternative to television, we wouldn't be plagued with pop-up ads.

"You can't enslave a free man. The most you can do is kill him." -- Robert A. Heinlein

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