Internet Tapped As Favorite Media By American Youth

Posted on April 11, 2002

American youth have embraced the Internet, but still believe television strongly influences their purchasing behaviors, according to research recently conducted for Advertising Age by NeoPets, Inc. A total of 15,902 U.S. residents from ages seven to 23 were sampled. The maximum margin of error is +/- 2.3 percent.

The survey revealed that the Internet is the overwhelming favorite medium among young people, with respondents indicating that they spend an average of 12.1 hours per week on the Internet. Television was ranked second at 7.5 hours per week, radio is third at 4.9 hours per week, and magazines ranked fourth at 1.8 hours per week. Furthermore, when survey respondents were asked if they could only have one of these media, Internet was chosen more than three to one over television (69 percent vs. 21 percent).

"The Internet involves its users and consistently offers a more desirable experience than traditional media, which provides a more passive, less engaging experience. This strong preference for the Internet is present among both males and females in roughly equal proportions," said Rik Kinney, executive vice president of NeoPets, Inc.

Despite their preference for the Internet as the medium they couldn't do without, survey results indicated that young people rank television as their first choice for conveying advertising messages. From ages seven to 23, television advertising ranked as the most preferred, most interesting, most memorable and the best source of advertising information.

In addition, respondents said that television advertising was most effective with regard to its influence on their buying behaviors. The majority of respondents (90 percent) stated that TV advertising had influenced one or more purchases, more than any other form of advertising. Magazine advertising ranked second at 57 percent; Internet advertising ranked third at 47 percent, and radio advertising ranked fourth at 41 percent of respondents who have been influenced to buy something as a direct result of advertising.

"Young people understand that the Internet is a great medium for personal communication and information gathering," said Kinney. "Yet, much Internet advertising to date has been relatively ineffective compared to other media. This may be due, at least in part, to uninteresting and inappropriate placement of intrusive banners, buttons and pop-ups."

Significantly, results showed that tweens and teens understand that all forms of advertising are designed to make them buy things. "Young people exhibit a healthy skepticism regarding advertising, yet the majority reported that they actually like advertising and appreciate the information it provides," said Kinney.

Advertising Age a print and online news source for advertising, marketing and media professionals. NeoPets, Inc., headquartered in Glendale, California, owns NeoPets.com, an online global youth network with over 12 million registered members.