Young people are spending less time watching TV and listening to the radio as a result of the Internet, according to research from the European Interactive Advertising Association.
Almost half of 15- to 24-year-olds are watching less TV in favour of browsing the web while 22% are listening to less radio.
According to the EIAA's research, people in this demographic group are spending almost a quarter of their media time online, more than reading newspapers or magazines. They spend their time gaming, downloading music or using the Internet to communicate with friends.
"The 15- to 24-age-group is the Holy Grail for most advertisers and the EIAA research conclusively demonstrates the extent to which the internet now represents an essential medium for this audience, increasingly replacing TV and radio," Michael Kleindl, the chairman of the EIAA and chief executive of Mailprofiler Technology Solutions, said.
"If advertisers are to reach this key audience effectively, the proportion of online as part of total ad spend will have to rise significantly."
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