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Convenience and Accessibility Key Factors in Media Use of 18 to 34 Year-Olds, According to New Online Publishers Association Report
NEW YORK --(Business Wire)-- April 20, 2004 -- New Ethnographic Study Offers Consumer Insights into How Lifestyles Affect Media Usage
The Online Publishers Association (OPA) today released the results of a new qualitative study on the media habits of the elusive 18 to 34 year-old audience. Conducted by John Carey, a long-time research professor and managing director of Greystone Communications, the study revealed that media use is largely a function of lifestyle among this group. These consumers often have unpredictable schedules and may only have small slivers of time available to use media. As a result, the Internet, which is pervasive and accessible on their own time, has become a dominant medium in the lives of these consumers.
Media Use as a Function of Lifestyle
Specifically, the research identified two distinct lifestyles that exist among the 18 to 34 year-old audience. These lifestyles can be described "unsettled" and "newly settled." The lives of those who are "unsettled," largely the 18 to 24 year-olds within this segment, are characterized by highly chaotic and unpredictable schedules. For example, a college student may opt to go to the gym one night, socialize with friends another, and study still a third. Generally speaking, these "unsettled" consumers have less of a prescribed routine from day to day. As a result, convenience and accessibility play a particularly significant role in influencing media use.
"Newly settled" consumers, who tend to be the 25-34 year-olds, have begun to settle down - that is, get married, start a family, begin a career. These individuals tend to have a more prescribed schedule, with distinct and well-defined slivers of media time.
"The fragmented media landscape of the 21st Century calls for deeper understanding of how consumers take advantage of the wide array of media sources and devices available to them," said Michael Zimbalist, president of the Online Publishers Association. "In this new study, Professor Carey's findings provide fresh insights into the profound way in which lifestyle affects media choices for 18 to 34 year-old consumers."
The Role of Various Media
The study also revealed that various media serve different functions for these consumers. For example, television is cited as a source of "entertainment" and "escape," while radio is equated with "companionship" and "connectedness." The Web is seen as a source of "information" and - quite notably - "entertainment," and is described as "accessible" and "convenient."
Clearly, the pervasiveness of the Web is a key contributor to the prominent role it plays in the lives of these consumers, particularly as their lifestyles underscore the importance of media use on their own time. One study participant said that she prefers the Internet because it's "what I want when I want it." The Internet is "everywhere," - at home, at work, in universities, and even in bars, which has not only made it the dominant medium for these consumers, but the first medium they turn to for information of any kind.
Changes in Media Use
Eighteen to 34 year-olds consistently report spending an increasing amount of time on the Web. However, the Internet is not the only contributor to the fragmentation of media usage observed among this group. These consumers also heavily use and rely on cell phones, MP3 players and other digital devices. As a result of living through a time of rapid technological change, it is clear that the multitude of media options available to this group are aggressively competing for their media time - and that those media that are convenient and pervasive are being utilized most frequently.
Notably, there is a significant amount of simultaneous cross-media usage among this audience. The proliferation of wireless Internet access has contributed significantly to this phenomenon, as many consumers are now online while watching television, or on their cell phones. In terms of simultaneous television and online viewing, two types of behaviors emerge. For some, online usage is related to television viewing. Sports and reality programming are particularly conducive to this type of behavior. However, Internet use and television viewing is often times completely unrelated, with consumers using the Web for e-mail or for information unrelated to the content they may be viewing on TV.
The Web as Entertainment
Perhaps the most significant finding, and one borne out by quantitative OPA research, is that the Web is considered a primary source of entertainment among this audience. Aside for meeting their functional information needs, 18 to 34 year-olds turn to the Web for "humor" and for "fun."
Astonishingly, several people referred to their "free time" and even "prime time" as "computer/TV time." From music to games to satire, the Web has clearly become an entertainment medium.
Sources for Breaking News
When it comes to breaking news, 18 to 34 year-olds use both television and the Internet. In fact, most indicate that if they turn to the television first, they will then go online to follow the story. The reverse is also true, as those who turn to the Internet first indicate that they will then turn on the television to see what is happening. Once again, accessibility comes into play here, as many indicate that they turn to the Internet first if they are at work.
Shopping & Banking
Eighteen to 34 year-olds also use the Internet for shopping and banking. This type of transactional behavior is indicative of the comfort level these consumers have with the medium. Being the first generation to have grown up with the Web, these consumers not only feel secure in engaging in these types of activities online, but enjoy the convenience of being able to do so.
While it is widely known that consumers use the Internet to research purchases that are then made in-store, this research also revealed that the opposite is true. For example, one woman says that she will sometimes go to a store to find the product so that she can see it in person, and then go online to purchase it so as to avoid the lines.
"Understanding the media consumption of 18 to 34 year-olds provides a window into the future of media overall," said Mr. Zimbalist. "These young people clearly prefer media that are always accessible, and that they can experience on their own time."
The study, which was conducted using ethnography, an in-depth interview- and observation-based research technique, included 42 people in 5 states - at home, at work and at school.
The study will be presented in eight cities across the U.S. as part of the OPA's "Eyes on the Internet 2004" road show. Scheduled presentations are as follows: -0- *T Boston - April 22 Los Angeles - April 27 San Francisco - April 29 Dallas - May 13 Atlanta - May 20 New York - June 3 Detroit - June 8 Chicago - June 10 *T
For those interested in attending one of these events, please visit http://www.online-publishers.org/events.html
About the Online Publishers Association
Founded in June 2001, the Online Publishers Association (OPA) is an industry trade organization whose mission is to advance the interests of high-quality online publishers before the advertising community, the press, the government and the public. Members of OPA represent the standards in Internet publishing with respect to editorial quality and integrity, credibility and accountability. OPA member sites have a combined, unduplicated reach of 110.5 million visitors, or 73 percent of the total U.S. Internet audience (Source: comScore Media Metrix, February 2004 combined home/work/university data). For more information about the Online Publishers Association, visit www.online-publishers.org.
This press release may be found at http://www.online-publishers.org
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