USA: only 17% of 18 to 24 year-old readers think reading a newspaper is important

Posted by Bertrand Pecquerie on September 22, 2004 at 3:28 PM

The OPA's Generational Media Study is a US online survey of 1,235 respondents. The sample consisted of a nationally representative gender distribution within three age groups: 18 to 24 year-olds, 25 to 34 year-olds and 35 to 54 year-olds. The importance of newspapers differs significantly by age group, with 38% of 35 to 54 year-old newspaper readers indicating that reading the newspaper is an important part of their day, compared to only 17% of 18 to 24 year-old readers. Attitudes toward newspapers are generally most favorable among the 35 to 54 year-old demographic with one notable exception -- trust. Fifty percent of 18 to 24 year-old newspaper readers say they trust the news they get in newspapers, compared to only 35% of 35 to 54 year-old readers."

"Interestingly, 45% of 18 to 24 year-olds indicate that they would turn to the Internet first for national news (vs. 29% of 35 to 54 year-olds), while 58% would turn to the Internet first for weather (vs. 49%) and 51% for sports (vs. 41%).

The study asked respondents to compare qualitative aspects of consuming content online versus offline. Online media rate highly in head to head comparisons with offline media across all age groups. For example, 97% believe online is the same or better than magazines for finding information about products and music. In addition, 83% say reading a story on the Internet is the same or better than reading one in a newspaper, and 67% say that watching a short video clip online is the same or better than watching highlights on television.

The study also found that the Internet and television are the top two media choices among 18 to 54 year-olds, with 45.6% of respondents citing the Internet as their top pick, followed by 34.6% who choose television. The next closest medium is books at 7.5%, followed by radio (3.2%), newspapers (3.2%), videos/DVDs (2.8%) video/computer games (2.1%) and magazines (.9%). The Internet is more likely to be the top media choice for 18-24 year-olds, with 50.5% choosing the Internet, compared to 28.5% who chose television.

Not surprisingly, the Internet is used more for informational purposes, while television is used more for entertainment and relaxation. Seventy-three percent of respondents say the Internet is an important part of their day and helps them keep up with topics they are interested in, while 65% say it provides them with useful information about products and services. Eighty-six percent say they watch television for entertainment, with 65% indicating that it is an important way for them to relax."

Source: Online Publishers Association press release

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