Report: 11 Percent of Young Adults Regularly Watch TV Online

MENLO PARK, November 20: The latest findings from Knowledge
Networks' MultiMedia Mentor resource indicates that 11 percent of 18- to
34-year-olds are watching online TV at least once a week.

These regular online TV watchers spend 80 percent more time on the
Internet than the general 18-to-34 population. They also spend 16 percent more
time (about 1.25 hours per day) with media in general, and are much more likely
to use social-networking sites. In addition, 62 percent own MP3 players, versus
45 percent of the overall 18-to-34 set.

However, while the 18-to-34 TV-online group is ahead of the curve
in Internet use, it is mostly conventional in other characteristics. For
example 58 percent go to the movies in an average month, compared to 53 percent
of all 18-to-34 consumers; and 63 percent own a videogame system, versus 57
percent of the general population.

"Weekly viewing of TV programming online is emerging as a
marker for leading-edge media use among this crucial 18-to-34 group," said
Bob DeFelice, the VP for client service at Knowledge Networks. "For the
most part, the TV-online viewers are not trading one medium for another; they
are just adding a big helping of Internet time. As more and more of the
18-to-34 population moves in this direction, understanding this group's media
preferences and habits will grow in importance to marketers. And we know that a
'platform-agnostic' approach—one in which content is accessible many
places, at the user's demand—will be an essential ingredient of reaching
young adults."

—By Mansha Daswani