(Length: 5 pages)

September 11, 2006

Gen Yers' Big Media Appetites Focus On The Web

An Excerpt From "The State Of Consumers And Technology: Benchmark 2006"

This is the fifth document in the "Benchmark 2006 Data Overview" series.

by Brian Haven

with Chris Charron, Sally M. Cohen, Tenley McHarg

Executive Summary (This is a document excerpt)

Media consumption varies widely by generation. Young consumers spend less time with TV or print and more time online and with user-generated content. Gen Yers (18- to 26-year-olds) tell us that they spend eight hours more online per week than Seniors (62 years old and older), while Seniors spend eight hours more per week watching TV and reading newspapers. Social media use continues to grow, particularly among brands with a youthful following. But even brands with older audiences like The Wall Street Journal are seeing one-third of their users consuming social media.

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