As of mid 2011, some 443,000 18-24 year olds today spend on average 2.8 hours per day on the internet. The time this group spent watching TV has decreased from 2.8 hours per day in July 2006 to 2.6 July 2011.
Listening to the Radio has dropped significantly and has the biggest decrease in time spent compared to other media with a decrease 0.6 hours per day from 2006 to 2011. Time spent with newspapers and magazines has shown no change in the same period.
18-24 year olds Time spent with Media
Source: Roy Morgan Single Source (New Zealand) Aug 2005-Jul 2011 Average n=761.
Pip Elliott, Client Services Director, Roy Morgan Research, says:
“The increase in Internet usage amongst 18-24 year olds in New Zealand demonstrates that consumers tend to use the media they are most familiar with. 18-24 year olds are part of the group described as Digital Natives, which means they were born and grew up in an era where ‘Digital’ was the norm.
“With changing technology, computers are no longer the only way to access the Internet. There are now more devices available in the market than before that have Internet or Wi-Fi capability such as mobile phones, tablets, game devices, audio players, notebooks, laptops, and computers.
“Over time, Internet usage is likely to increase amongst these consumers with the changing environment of technology that allows them to do so. Businesses targeting this Digital Native group or 18-24 year olds have to also adapt to this by consistently changing or expanding its information online.
“It will be interesting to see how time spent with the different Media channels of 18-24 year olds is in comparison to other age groups.”
An extensive range of Roy Morgan New Zealand media profiles, across print, internet, radio, television, and more, provides a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage.
Contact the Roy Morgan Online Store for profiles of people who watch various TV programs including viewers of the Big Bang Theory, Outrageous Fortune, Criminal Minds, Shortland Street, Top Gear, Two and a Half Men, NCIS and many more.
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company.
Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.