Los usuarios jóvenes todavía son los que pasan mas tiempo online

Adult consumers in the US still spend more time in front of televisions than they do online, according to a recently released survey sponsored by the Television Bureau of Advertising (TVB) industry association and conducted by Nielsen Media Research.

The gap between time spent online and time spent watching TV is closing, however.

In January 2008, TVB found that 18 to 34 year-olds spent 60.6 minutes more watching TV per day (206.0 minutes) than they did online (145.4 minutes). That is down from June 2006, when the gap was 137.4 minutes: 246.7 minutes for TV and 109.3 minutes online. Moreover, TV time decreased while Internet time increased.

The TVB study's demographic breakdown covered consumers ages 18 to 34. A separate study by JupiterResearch and Ipsos Insight reported results in more discrete age groups—and found that TV use actually trailed Internet use among the youngest consumers. As of August 2007, US consumers in the 18 to 24 year-old range went online an average of two more hours per week than they spent watching TV.

Consumers in the US ages 25 to 44 spent equal amounts of time on the Internet and watching TV, while those ages 45 and older spent more time watching TV than they did online.




Neither study specifically addressed multitasking, which can be significant, especially among younger consumers.

"Young people rarely use just one medium at a time," said Debra Aho Williamson, senior analyst at eMarketer. "Often, when they are online, they’ll have TV or music on in the background."

The eMarketer TV Advertising report will be published next month. Click here to be notified when it is released.