The Internet is steadily gaining market share of the 18- to 54-year-old media consumer looking for news and information, according to the Online Publishers Association's Generational Media Study. The study, conducted by Frank N. Magid Associates, examines how the Internet, television, radio, newspapers and magazines compare across the generations on a range of attitudinal measures. The study asked respondents to compare qualitative aspects of consuming content online versus offline. Online media rate highly in head-to-head comparisons with offline media across all age groups. For example, 97 percent believe online is the same or better than magazines for finding information about products and music. In addition, 83 percent say reading a story on the Internet is the same or better than reading one in a newspaper, and 67 percent say that watching a short video clip online is the same or better than watching highlights on television. Longer-format videos compare less favorably online, w...
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