Young adults - Study shows TV losing share to 'Net

Amazing. I slipped on this one too - the latest from Ofcom, the UK's official media watchdog:

Our research and analysis suggests that young adults (16-24) have embraced new technologies to a far greater degree than the general population, while they use the more traditional media of television and radio considerably less (Figure 1.28). Mobile phone (calls and texts) and internet use are well above average for this age group and our research suggests that 16-24 year olds regard the mobile phone as their primary telecoms platform (for example, 85% say they would use a mobile text or call as the preferred method of arranging to meet a friend, compared to 46% for all age groups).

At the same time, this age group has embraced online communication activities – our research shows that 70% of internet users aged 16-24 have used social networking websites (compared to 41% of the general population), with over half doing so on a weekly basis. They are also much more likely to contribute content: 37% of 18-24 year olds have posted material online (compared to 14% across all age groups), while close to one in five have their own website or blog (section 3.4.17 discusses this in greater detail).

The research is worth reading. It beats waiting for the mainstream media to digest (and possibly ignore) what's there and feed it back in bite-size morsels.

Of particular concern to TV folks should be the note on p.40 describing how 16-24s now watch television for 7+ hrs less than the general population.