September 24, 2004, 9:22 AM — Entertainment habits are changing with the Internet emerging as first choice stimulation for most.
A report from the Online Publishers Association (OPA) reveals that 45.6 of 18-54 year-olds will turn to the Internet, rather than the TV, as first choice for home entertainment.
The OPA surveyed 1,235 U.S. respondents in the following age bands: 18-24; 25-34 and 35-54. In a head-to-head comparison, online media compared very well with traditional entertainment formats.
Asked, "If you could only use two media in your life, which two would you use?", over 50 percent (50.5 percent) of 18-24 year-olds chose the Internet as their favorite choice. Just 28.5 percent in that age group chose TV. 43.6 percent of 25-34 year-olds and 42.8 percent of 35-54 year-olds also chose the Internet. TV moved to be the general second choice.
Internet time becomes real-life
People are spending more time online too, for example: 52 percent of 18-24 year olds agreed they spend more time using the Internet now than they did one year ago.
Interestingly, 35 percent of respondents indicate that they spend less time playing video/PC games and 28 percent say they spend less time watching television.
The Internet's strength is that it provides both information and fun. "No other media compares to the Internet when it comes to information and fun," the analysts said, adding, "Young people show clear preference for using the Internet as a primary source for news."
Traditional publishing moves second place
The Internet-based knowledge renaissance is clear: 97 percent of the sample group believe the Internet us the same or better than magazines for finding information about products or music; and 83 percent said reading a story online is the same or better than reading one in a newspaper.
"Consumers continue to move beyond purely functional uses of the Internet into more media-oriented activities, such as reading stories, looking at photos, and watching video," said Michael Zimbalist, president of the OPA. "These results show how receptive people of all ages are to the Internet as a medium and not just a tool."
