More Internet Success Among Europes Youth
Young people in Europe between 15 and 24 are surfing the Internet more and watching less radio and television. This is the demographic result of the latest "Media Consumption Study" by the European Interactive Advertising Association, EIAA.
Almost half of the European youngsters - roughly 46% - have stated that they have been spending less time in front of the television set, and used it for Internet research and entertainment. 22% have also listened to fewer radio programming. One third of the people asked have said that they read less and get most of their information from the Internet.
This group, particularly interesting for Internet advertisers, spent about one quarter of their time with media usage online (24%). This is significantly more than with newspapers (10%) and magazines (8%). In comparison, the general average European spends about 1/5 (20%) in front of the computer screen.
Over all, the television set is still on top, even for the 15 to 24-year-olds in Europe. But things are shifting around fast, and this is accelerated by the fact, that there is more video and audio available on the Internet today than ever before. And the picture quality is improving fast - sound is almost perfect already - particularly because more Internet users have access to broadband DSL or cable now. The radio usage ranks at 27% - slightly higher than the Internet.
Online games are particularly popular among young Europeans. Slightly more than one quarter of the 15 to 24-year-olds would be willing to pay for an online games service, if there was one available that hey liked. 40% of those questioned has visited a game web site during the last seven days - 17% have bought a computer game online.
The distribution of music seems too great a special role in the way young people are using the Internet. After all, online services offer a financially attractive and convenient way of buying and downloading songs. But, in spite of that fact, CDs are still very popular. Only one quarter of the people between 15 and 24 in Europe prefers obtaining music online, instead of the music store. Almost half of those questioned (47%) are paying or are willing to pay for a music download service. 52% of the youngsters are listening to music online.
EIAA also collected information about the Internet usage among young people for the purpose of communicating with friends. 58% of those questioned have chatted with friends over the Internet. Over one third of young people in Europe have used the telephone less often, since they had online access. 26% have also stated that they are sending fewer text messages now.
The age group between the 15 and 24-year-olds is the most important for advertisers. EIAA has demonstrated in a convincing way, how important the Internet has become as a major media for this group of young Europeans - and how it is increasingly replacing parts of radio and television. Michael Kleindt, EIAA Chairman and CEO of a company called "Mailprofiler Technology Solutions AG": " if advertisers want to reach this group, the share of advertising online, and spending for advertising purposes on the Internet, needs to be raised significantly in comparison of the present share today."
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