Internet Top Media Choice for Women: The Internet is a leading media choice of women, and working women spend an average of 40 minutes a day online for non-work-related surfing [...]
In terms of using the Internet, women are "surchers," doing a hybrid of surfing and searching within a number of their favorite sites.
18-34s Favor High-Tech: Nine guys, nine laptops, nine cell phones, five TV sets, and not a single phone line. The off- campus college household, a scenario highlighted in an ethnographic study released last week, underscores the multitude of media options competing for the attention of 18- to 34-year-olds, who have grown up during a time of rapid technological change.
The qualitative research, conducted by Greystone Communications managing director John Carey on behalf of the Online Publishers Association, was based on observations and interviews with 42 people in this age group, in five states.
A major commonality among the participants was that the Web has become a dominant media for them because it fits into their chaotic and unpredictable schedules. The Internet is perceived as a source of information and entertainment and is described as "accessible" and "convenient," said Carey.
