Online TV useage for the younger end of the population is growing so says a new report.

The survey conducted by Knowledge Network’s MultiMedia Mentor resource show that a massive 11 percent of age range 18 to 34 year olds are watching TV on their PC or laptop once a week or more.

The participants were all media savvy regular internet TV watchers spending 80 percent more of their time browsing the Internet than the general population of same age group. Also spending 16 percent more time, equivalent of around 1.25 hours each day with media in general. They are also users of social networking sites such as Myspace and Facebook. Additionally, 62 percent owned MP3 players against 45 percent of the general 18 to 34 range.

Whilst this young adult population are spending much more time online, they are surprisingly conventional in other ways. 58 percent visit the movies every month as opposed to 53 percent of all other 18 to 34 consumers, video game systems are owned by 63 percent against 57 percent of the general population.

Bob DeFelice, from Knowledge Networks commented:- “Weekly viewing of TV programming online is emerging as a marker for leading-edge media use among this crucial 18-to-34 group. For the most part, the online TV viewers are not trading one medium for another; they are just adding a big helping of Internet time. As more and more of the 18 to 34 age range population moves in this direction, understanding this group’s media preferences and habits will grow in importance to marketers. And we know that a ‘platform-agnostic’ approach—one in which content is accessible many places, at the user’s demand—will be an essential ingredient of reaching young adults.”

As with all new technology its the young ones that take to it first, pulling the older generation along in their wake.

worldtvpc.com

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