Worldwide, the internet has surpassed radio as the preferred medium for music among those 13-24 years old, according to an 11-country study scheduled for release today by Yahoo and OMD, reports MediaPost. In the U.S., 47 percent of young consumers prefer the internet, compared with 27 percent who prefer radio; "music is possibly the single greatest mechanism by which youth facilitate their three needs" - community, self-expression and personalization - according to the report.

Today's youth - the "My Media" generation - are also adept at multitasking, according to the study titled "Truly, Madly, Deeply Engaged: Global Youth, Media and Technology"; they perform 3-4 other tasks while surfing the web, and 2-3 others while watching TV.

However, the study found that U.S. youth are less receptive to advertising in media such as mobile phones and even websites. Although 60 and 65 percent of U.S. respondents tolerated TV and magazine ad, respectively, only 36 percent said ads online were OK and only 9 percent agreed with the idea of mobile advertising.