The Critical 'I'

Read. React. Repeat.

Wednesday, August 13, 2003

Speaking of the younger generation, here's a news non-flash: They prefer to consume their media in electronic form. People between the ages of 13 and 24 spend almost triple their entertainment time engaged with the Internet as they do with printed material like books and magazines. By the numbers:

Time Spent with Various Media Among Teenagers and Young Adults in the US, June 2003
Online (excluding email)16.7
Watching TV13.6
Listening to the radio12.0
Talking on the phone7.7
Reading books and mags (not scholastic)6.0
Source: HarrisInteractive and Teenage Research Unlimited, July 2003

Always interesting, but is this really news? Print material has come in dead last in the youth market for decades now, ever since the explosion of television in the 50s. The rapid acension of the Internet is the big story, but this too has been apparent for a while now.