Media Lifestyles of the 18 to 34 Year-Olds

"Michael Zimbalist, president of the OPA, noted that the 18 to 34 year-old group is the demographic most highly sought by advertisers. 'They are the first generation to grow up with the Internet,' he said. 'Their habits will help us understand the future of media consumption.' The findings that media was consumed simultaneously were not entirely surprising, but John Carey, managing director, Greystone Communications, also found nuances among the multitasking. Under observation, the 18 to 34 year-olds often used media in tandem with one another, alternating between foreground and background consumption. For example, individuals may watch a televised sporting event while surfing ESPN.com from their laptops to get more sports-related information, or talk to each other via cell phone while simultaneously surfing the same Web site."