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Yahoo, OMD Study: Youth Prefer the Internet over Radio
New York - Sep 27, 2005 - According to a study of 13 to 24-year-olds in 11 countries, Yahoo and OMD Worldwide find that younger people have become accustomed to personalizing their experiences with interactive media. This preference for personalization also shows a different attitude and response to advertising and marketing messages.
Today's youth can customize and personalize many parts of their lives, including individual playlists on MP3 players, personalized skins and wallpapers on programs and devices. The study shows that they will actively seek, modify or create their own tailored products and services.
The study showed that as advertising channels become more personal, receptivity to seeing or hearing advertising through that channel decreases. Advertising in traditional media is generally considered more acceptable to youth than advertising in new media channels. However, receptivity to advertising via "their" media (established media), vs. "our" media (the Web) vs. "my" medium (personal devices) varies considerably by country. In some countries, receptivity to advertising in new media is higher than receptivity to advertising in some traditional media outlets. Sixty-three percent of Indian youth agree that it is okay to see advertising on websites, while only 51 percent found advertising acceptable on outdoor signs, movie theaters or radio.
OMD notes that a key finding from this study is today's youth can fit as much as 44 hours of activities in one day through multitasking. Their ability to perform three tasks simultaneously allows them to potentially increase their media consumption during an average day.
Traditional media (TV, radio and print) are still heavily used by this group, serving vital but increasingly niche functions. Traditional media are often pushed to background status in the media-meshing hierarchy. In each country, the Internet or mobile phone ranked highest for the most essential media to youth.
There are two notable findings in the survey:
The Internet has surpassed radio as the preferred medium for music among youth in all countries. This preference is especially pronounced outside the United States. Specifically, among American youth, 47 percent prefer the Internet for music compared to 27 percent that prefer the radio. In many other countries, about 60 percent of youth prefer the Internet for music compared to 20 percent that prefer the radio.
Listening to music no longer means merely tuning in to the radio or buying CDs. Young people create music experiences for themselves that are highly personalized. Music downloading, custom playlists, and podcasting allow youth to listen to music on their own terms. And, they can continuously modify their playlists to suit their moods for the day or the activities in which they are participating.
While young people are increasingly turning to the Internet for content and functions traditionally served by other media outlets, they are still active users of TV, radio, magazines and newspapers. TV serves as a mechanism for escape and entertainment. It is frequently on in the background, and must-see shows are popular topics of conversation. For comedy, TV is the most popular medium, cited by almost 50 percent of youth, while for fashion, magazines are the clear choice. Radio, given the importance of music to young people, is a popular outlet. It helps introduce youth to new artists and creates common bonds with peers around popular songs.
The two-phased market research study included qualitative focus groups and in-home ethnographies, as well as a quantitative online survey. The qualitative phase, conducted by TRU (Teenage Research Unlimited) consisted of 16 focus groups and 15 in-home ethnographies in six countries. The research sessions were conducted in Chicago, Mexico City, London, Berlin, Seoul and Shanghai. Participants represented teens aged 15 to 18 and young adults aged 20 to 22. Focus group and ethnography discussions centered on youth values, attitudes toward and usage of different media, and the role of digital media in their lives.
The quantitative online survey, conducted by Ipsos, included a total of 5,334 respondents aged 13 to 24. Surveys were collected in July and August 2005. The sample was drawn from the Ipsos online panel and partner global online panels. Respondents represented Internet users in urban markets around the world. The survey contained questions regarding technology ownership and usage, traditional and digital media usage, media choices, receptivity toward advertising channels, and overall attitudes and values.
New York - Sep 27, 2005 - According to a study of 13 to 24-year-olds in 11 countries, Yahoo and OMD Worldwide find that younger people have become accustomed to personalizing their experiences with interactive media. This preference for personalization also shows a different attitude and response to advertising and marketing messages.
Today's youth can customize and personalize many parts of their lives, including individual playlists on MP3 players, personalized skins and wallpapers on programs and devices. The study shows that they will actively seek, modify or create their own tailored products and services.
The study showed that as advertising channels become more personal, receptivity to seeing or hearing advertising through that channel decreases. Advertising in traditional media is generally considered more acceptable to youth than advertising in new media channels. However, receptivity to advertising via "their" media (established media), vs. "our" media (the Web) vs. "my" medium (personal devices) varies considerably by country. In some countries, receptivity to advertising in new media is higher than receptivity to advertising in some traditional media outlets. Sixty-three percent of Indian youth agree that it is okay to see advertising on websites, while only 51 percent found advertising acceptable on outdoor signs, movie theaters or radio.
OMD notes that a key finding from this study is today's youth can fit as much as 44 hours of activities in one day through multitasking. Their ability to perform three tasks simultaneously allows them to potentially increase their media consumption during an average day.
Traditional media (TV, radio and print) are still heavily used by this group, serving vital but increasingly niche functions. Traditional media are often pushed to background status in the media-meshing hierarchy. In each country, the Internet or mobile phone ranked highest for the most essential media to youth.
There are two notable findings in the survey:
The Internet has surpassed radio as the preferred medium for music among youth in all countries. This preference is especially pronounced outside the United States. Specifically, among American youth, 47 percent prefer the Internet for music compared to 27 percent that prefer the radio. In many other countries, about 60 percent of youth prefer the Internet for music compared to 20 percent that prefer the radio.
Listening to music no longer means merely tuning in to the radio or buying CDs. Young people create music experiences for themselves that are highly personalized. Music downloading, custom playlists, and podcasting allow youth to listen to music on their own terms. And, they can continuously modify their playlists to suit their moods for the day or the activities in which they are participating.
While young people are increasingly turning to the Internet for content and functions traditionally served by other media outlets, they are still active users of TV, radio, magazines and newspapers. TV serves as a mechanism for escape and entertainment. It is frequently on in the background, and must-see shows are popular topics of conversation. For comedy, TV is the most popular medium, cited by almost 50 percent of youth, while for fashion, magazines are the clear choice. Radio, given the importance of music to young people, is a popular outlet. It helps introduce youth to new artists and creates common bonds with peers around popular songs.
The two-phased market research study included qualitative focus groups and in-home ethnographies, as well as a quantitative online survey. The qualitative phase, conducted by TRU (Teenage Research Unlimited) consisted of 16 focus groups and 15 in-home ethnographies in six countries. The research sessions were conducted in Chicago, Mexico City, London, Berlin, Seoul and Shanghai. Participants represented teens aged 15 to 18 and young adults aged 20 to 22. Focus group and ethnography discussions centered on youth values, attitudes toward and usage of different media, and the role of digital media in their lives.
The quantitative online survey, conducted by Ipsos, included a total of 5,334 respondents aged 13 to 24. Surveys were collected in July and August 2005. The sample was drawn from the Ipsos online panel and partner global online panels. Respondents represented Internet users in urban markets around the world. The survey contained questions regarding technology ownership and usage, traditional and digital media usage, media choices, receptivity toward advertising channels, and overall attitudes and values.
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