Bear Flag Republic Radio Weblog

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"More children said they would pick the Internet over TV, telephone and radio if they were allowed only one medium or media technology, according to a study scheduled to be released today by Knowledge Networks/Statistical Research Inc., as part of its ongoing Home Technology Monitor. One third of kids 8 to 17 chose the Internet as their preferred media choice, while just 26% chose TV.

The findings mark the first time the Internet has surpassed TV since KN/SRI began tracking childrenís attitudes on media. Last yearís study showed TV was preferred by more children (29%) than the Internet, which was behind by one percent....

Interactivity seems to be the primary differentiator between the two mediums. 'Children are getting used to being able to be interactive with the media they use,' explains Dave Tice, VP-client service at KN/SRI. The study findings 'point in the direction of where kids are going in terms of media use.'

Media execs agree, acknowledging the seismic shift. 'For the new generation coming up, itís a very important part of their lives,' says Bolger.'Itís about choice control and interactivity,' adds Christian Kugel, associate director, Insights and Analytics at Starcom IP. 'We have a generation of kids whose media habits have been weaned on interactivity. Itís a segment of kids who donít remember life before the Internet.' " [Media Buyer's Daily]

Don't forget to check out the chart at the bottom. Guess what medium comes in last for kids ages 8-17? Radio. Above it (in order) are the internet, television, and the telephone. Radio is the least interactive of these, and it's the one professional industry listed that is NOT shifting into these kids' worlds. (The indies are, but the pros are trying to shut them down.)

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