Study: 18-34 Age Group More Active Online

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By: Charles Geraci

A new report from the Online Publishers Association (OPA) reveals that 18- to 34-year-olds use the Internet more frequently than any other age group. The first in a series of research reports on this demographic reveals that 72% are online.

Relative to their proportion of the U.S. population, 18- to 34-year-olds account for a considerably greater share of Internet usage. While this group constitutes 24% of the nation’s population, it accounts for 38% of total time online and 40% of total Web pages viewed.

“The recent debate surrounding the shifting media consumption patterns of 18- to 34-year-olds demands a deeper look into this important consumer segment,” said Michael Zimbalist, executive director of the OPA, in a statement. “Because this group represents the first ‘generation’ to have grown up with the Internet, their behavior patterns are a harbinger of future media consumption of the population at large.”

This group uses the Internet extensively as a resource for entertainment news and information. On average, 30% of 18- to 34-year-olds visit an entertainment Web site daily. Despite the high Internet usage, a slightly greater number, 32%, read the arts/entertainment section of the newspaper, while 19% read entertainment magazines.

Though this age group spends less time at banking and personal finance sites than the average user, they are nonetheless more likely to bank online. They are also more inclined to access the Internet from non-traditional locations such as a friend’s or relative’s home, a cell phone, or a library.

Detailed findings from this report are available at www.online-publishers.org. Subsequent installments of the OPA’s research will be released in the coming weeks.

OPA conducted the research in partnership with comScore Networks. The data is gleaned from a cross-section of 1.5 million-plus global Internet users who have given comScore permission to monitor their online activities.

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