According to a report from the European Interactive Advertising Association, young people throughout Europe are spending less time watching TV and listening to radio because of more time spent online, reports NetImperative. The study found that almost half of 15-24 year olds (46 percent) are watching less TV and 22 percent are listening to less radio as a result of internet use. A third are also reading fewer books and newspapers, instead accessing information over the web.
According to an EIEA spokesman, "If advertisers are to reach this key audience effectively, the proportion of online as part of total ad spend will have to rise significantly." The study was conducted for the EIEA by Millward Brown. It examined the media usage habits of 7,000 people in eight countries in late 2004.
The study also found that young people are spending almost a quarter of their media time (24 percent) online, more than reading newspapers (10 percent) or magazines (8 percent). In comparison, the average European devotes 20 percent of their media activity to the internet. Among 15-24 year olds, TV continues to represent the largest share of media time at 31 percent, with radio just ahead of the internet at 27 percent.
