Media Use Shifts Online

NEW YORK Web users, particularly in younger demographics, are increasing the amount of time they spend perusing online media, according to a new survey, at the expense of television, newspapers and magazines.

Burst Media, a Burlington, Mass.-based online ad network, surveyed 2,600 Web users on their media-consumption habits. The poll found 61 percent said they spent more time using the Internet than a year ago. In contrast, 28 percent said the same for radio, 25 percent for TV, 24 percent for newspapers and 21 percent for magazines.

Burst found younger respondents more likely to say they are watching less TV. Nearly 41 percent of those ages 18-24 said they watch less TV than a year earlier, compared to 36 percent overall. Similarly, 34 percent of this age group said they listen to less radio, compared to 27 percent for all surveyed.

The study looked at how consumers find information about entertainment. TV and the Internet were the most frequently mentioned sources by about 63 percent of respondents, followed by newspapers at 57 percent and word of mouth at 50 percent. Burst found young males more likely to use the Internet for TV show and movie information: 57 percent of 18-24 year olds said they used the Web for entertainment information, as did 59 percent of 25-34 year olds.