Young Online Males Choose Web over TV - eMarketer

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Young Online Males Choose Web over TV

Heavily targeted group hits the Internet.

October 9, 2008

Nearly three-quarters of US male Internet users ages 18 to 34 surveyed were online for more than 10 hours per week during Q2 2008, according to a study conducted by Hall & Partners for Break Media.

Time Spent Online per Week According to US Male Internet Users Ages 18-34, Q2 2008 (% of respondents)

That heavy usage is making young men devoted to the Web. Nearly seven out of 10 respondents said they could not live without the Internet, compared with 31% who said the same of television.

Advertisers targeting young men on the Web have the right idea, judging by the study. Nearly six out of 10 respondents said they recalled online ads after going offline, and 47% had purchased a product or service as a result of an online ad.

Men in college are online slightly less than the general population of men ages 18 to 34. A study of college students published in August 2008 by EDUCAUSE revealed that 35% of male college student Internet users spent 21 or more hours online per week.

Time Spent Online per Week by US College Student Internet Users, by Gender, 2008 (% of respondents)

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