US youths ever more on the net

To extent to which just how much young Americans now use the internet has been revealed by a survey from trade body Online Publishers Association.

It found that 72% of all 18 to 34 year olds in the US are now online - perhaps unsurprisingly the highest percentage of any age group in the country.

Some 30% regularly view entertainment websites, just short of the 32% that read similar pages in newspapers.

But much higher than the only 19% that read entertainment magazines.
These statistics will no doubt prove interesting reading for the US advertising industry, which is fast increasing its use of the internet.

While US males between 18 and 34 are most likely to look on the internet for music or information about sports, women in that age group, are more often drawn towards retail websites.

"The internet has become the dominant medium in the lives of this highly sought after group," said Michael Zimbalist, executive director of the Online Publishers Association.

"They use it not only as a source of news and information, but also as a primary source of entertainment and as the central control panel for their personal finances.

"So if you are looking to reach these rather elusive consumers, look no further than the internet."