MEDIA: INTERNET MORE POPULAR WITH YOUNG PEOPLE THAN TELEVISION OR RADIO.

Across Europe, 15-24-year-olds are spending almost a quarter of their media time (24%) online, more than reading newspapers (10%) or magazines (8%). In comparison, the average European devotes 20% of their media activity to the internet. Among 15-24-year olds, TV continues to represent the largest share of media time at 31%, with radio just ahead of the internet on 27%.

Music dominates online activity for this age group, with the internet providing a cheaper and more convenient means of purchasing and downloading tracks. A quarter of 15-24 year olds are now buying music online having previously purchased it in the shops. Almost half of those questioned (47%) would be prepared to pay for music download services, while 52% of young people listen to music online now instead of elsewhere.

Gaming is also a popular online activity for the youth market. Some 25% of 15-24 year olds would be prepared to pay for online gaming services, 40% had visited a games website within the past seven days, and 17% had purchased a computer game online, the survey showed.

The EIAA research also reveals the extent to which young people are using the internet to communicate with friends, with 58% preferring to chat to friends over the internet. Meanwhile, over a third admit to talking less on the phone now that they are online, while 26% send fewer text messages.

oThe 15-24 age group is the holy grail for most advertisers and the EIAA research conclusively demonstrates the extent to which the internet now represents an...