21 November 2008 1:34 AM, PST | From Studio Briefing - Film News | See recent Studio Briefing - Film News news
Helping to answer the question, why is the broadcast network audience diminishing at such a rapid rate? a new study indicates that 11 percent of 18-34-year-old adults now watches TV online at least once a week. The study by Knowledge Networks' MultiMedia Mentor, found that those who do watch TV shows online spend 80 percent more time on the Internet than the general population of the same age. Bob DeFelice, vice president for client service at Knowledge Networks, said in a statement that this segment of the key 18-34-year-old demographic group appears to be expanding. "As more and more of the 18-34 population moves in this direction," he said, "understanding this group's media preferences and habits will grow in importance to marketers. And we know that a 'platform-agnostic' approach -- one in which content is accessible many places, at the user's demand -- will be an essential ingredient of reaching young adults."
