Wednesday, February 14, 2007

Bridge Ratings, Updated Feb 14th

Bridge Ratings Youth Audience Media Use Study 2007

For Immediate Release:

Wednesday, February 14, 2007

Youths Spending More Time with Cell Phones & MP3 Players

Bridge Ratings & Research recently concluded the second phase of its study on the media habits of 15-24 year olds and has confirmed initial perceptions that young people continue to spend less time listening to the radio as a result of increased use of the internet, cell phones and MP3 players.

The study conducted during the second half of 2006 found that 33% of 15-24 year olds are listening to less radio as a result of their time on the Internet, while 10% are spending more time. The 33% number is up from 20% in a similar study taken in August 2005.

Other findings of the study include: nearly a quarter (24%) watching less conventional TV with an almost identical number (22%) saying they are spending more time watching video on the Internet on such sites as YouTube, Yahoo! and MySpace, or streamed replays of prime time shows on TV network websites.

The study also found that young people are spending most of their total media time (23%) online, more than watching television (22%), listening to the radio (16%) and listening to their MP3 players (19%).

The study revealed that music, instant messaging and video streaming dominates online activity for this age group with the Internet increasingly providing a cheaper and more convenient means of purchasing and downloading tracks. 42% of 15-24 year olds have downloaded music online in the last thirty days compared to 27% in 2005 and 18% in 2004. 29% of this age group still visit and purchase music at traditional brick and mortar stores down fro 38% in 2005. Respondents were asked what offline activities they commonly conduct while online...read more: here

2/14/2007 10:26:00 PM

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