Younger generation can't live without Internet

New research indicates that in the future more companies will have to use the Internet to reach consumers. The study indicates a "Net Generation" - users who are currently between 16 and 29 years of age - who prefer the Internet to television.

by Kristina Knight

The study, from New Paradigm, has found that 77% of the net generation could live without television but could not live without Internet access.

Youths in China are the most resistant to giving up the Internet with 87% choosing to be online rather than on the couch. Surprisingly 77% of youths in the United States prefer the Internet; that is the same as the global average.

Researchers from Edison Media found very similar results in a recent study. They found that the Internet had replaced television as the "coolest media". Roughly 39% of users prefer the Internet compared to 35% of users preferring television. However in the Edison Media study television was still the most essential medium at 36%.

What both of these reports indicate is that marketers not working to grow a global online audience will lag behind the advertisers who are growing their online brand. A good place to begin for many marketers is through social networks. Marketers can cheaply create an informational place for users to learn about products and services and share their opinions.

Younger generation can't live without Internet

New research indicates that in the future more companies will have to use the Internet to reach consumers. The study indicates a "Net Generation" - users who are currently between 16 and 29 years of age - who prefer the Internet to television.

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