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Study: young men give nod to net over TV

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Nearly 70% of men ages 18 to 34 would rather rather give up TV than the Internet, according to new research commissioned by Web content provider Break Media. And 26% would rather surf the Web than have sex.

Of course, they could be watching "videos featuring hot girls," the third-most-popular category for online entertainment behind funny videos and full-length movies.

Among other findings from the study conducted by brand and communications research firm Hall & Partners: Nearly half of men in that age group spend 22 hours a week online, and nearly half said they bought something at retail after viewing an online ad.

"The results speak to how far the Web has come as an entertainment and communications platform in a short period of time," said Keith Richman, CEO of Break Media, which runs male-oriented video site Break.com and other online properties.

The report is the latest in a series of efforts that Break has commissioned to help establish the efficacy of online video advertising. In April it formed the Online Video Advertising ROI Council with partners including Ogilvy One, AT&T and Horizon Media to provide a research and education forum for the emerging ad category.

Richman said the new study, based on a survey of 500 men who use the Internet at least once a month, was intended to provide greater insight on the target audience for many consumer brands. "We're trying to help advertisers and ourselves create a portrait of the audience we're reaching," he said.

That young men spend a lot of time on the Internet and funny videos are their favorite form of online entertainment shouldn't come as a big surprise to anyone. But Richman said the research highlights the imbalance between time spent online and the relatively small share of ad dollars the Web garners.

Emarketer estimates that the Internet will account for 8.7% of total U.S. ad spending this year compared to roughly 60% for TV. "It's still a pretty stark difference," Richman. Encouraging marketers to shift more dollars online were findings indicating men are receptive to online advertising. They often recall online ads after viewing them, and nearly 60% like or don't mind 5-second video pre-roll ads. (Only 31% feel the same about 30-second pre-rolls.)
sinlung

20 responses // Study: young men give nod to net over TV

  •  

    I know I'd much rather take the internet over the TV. The internet has all the TV I could ever want to watch, and I work on it...

    mattbrawn
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    You know mattbrawn you make a good point. I can get all my entertainment out of this screen. But since I also work out of it, it ruins my Feng Shui.

    joshuaheller
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    I have been living without a TV signal for years now. Precisely because of advertisers, stay out of my internet! And those video pre-roll are a big FAIL! I stopped using the Reuters video service for that reason alone.

    SurfingMonkey
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    I've actually gone without tv for a good long while but had the internet. When fears arised that I would possibly be without "Ugly Betty", BOOM, there it was along with all my Funny or Die vids, and wikipedia to find all the obscure information I could.

    I think it's just so much more convenient and probably cheaper too. Even if you invest in a super speed connection.

    MornRail
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    this was unthikable some years ago. It was only in Sci-Fi Films. But its a reality now . I have a friend, who is always on..Yahoo, MSN, Facebook, Myspace...

    A lot of people I know today, make a living out being online staring from work at home etc.

    So if we say today: We won't be watching Movies, movies will watch us - in the near future..As people want to see more of normal human being and interact with them...rather than some make-up laden horse riding Star.

    Tube will be a history pages soon...

    sinlung
  •  

    The 70% result isn't that surprising. It's a four letter word that starts with "P".

    covert1
    1 response to this
  •  

    people still watch tv?

    flyingkick
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    i live on the internet!!

    bigloutech
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    I just got a new apartment, and there was one thing I knew I needed - the Internet. I have very little interest in TV, which is why I don't own one (even though I can afford one.)

    cheller1820
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    Probably because T.V. doesn't offer much choice.

    ChristmasAsen
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    I'm happy to see that our generation is no longer necessarily made up entirely of couch potatoes. Siding with the internet shows that the thirst for knowledge and information has gained importance over the years.

    Plarom
  •  

    I am 30 year old woman and I'd take the internet over tv any day. Almost everything I watch on tv, I could also watch online, there less advertisements, and I can watch things on MY schedule. I mean, really, why bother with tv anymore at all?

    Setsfilia
  •  

    We recently cancelled TV at our house. Surprisingly enough we talk to each other more often. We do have the internet and wouldn't dream of living without it.

    cantucwearebrothers
  •  

    Hello? Porn anyone? Of course guys pick internet over the tube. TV cant match the variety of porn the internet provides.

    joshimoshi
    1 response to this
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    Even us 40 somethings love the internet. Probably because b/c Bill Gates and Steve Jobs are our age. We watched it all grow up around us. The internet has real people you can interact with. Worldwide. That's the best part. TV is what it is an idiot box. The talking heads all in the same track. Only shows like Current, Fuel and a few others let the watchers be part of the global world. Unplug the TV and instead of watching a show about someone from Pakistan. Get on the net and talk to someone who lives there. Find out what it's really like. You just may make a friend.

    sleepnomore
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    It's true, everything you can do on a TV you can do better on the internet - if I had to choose I'd pick the interweb every time. I like having the variety of a TV/DVD/VHS in the living room and a computer in my bedroom / office, but if I had to go without it I wouldn't need the actual TV set at all.

    LindseyIndigo
  •  

    true story, i dont use my Tele for Nuttin but Playstation

    Ovan620
  •  

    not only would i give up tv over the internet, but i have.

    bo6us

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