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Youth Media Consumption Habits - UK - October 2010

This report examines the hypothesis: “brands which fail to synergise their presence across varied elements are failing to give their brands the multidimensional effect that young consumers have come to expect from their media-centric lifestyles.”

  • While 16-24s are the most likely to undertake nearly all forms of internet activity, both on PCs and on mobiles, they are less likely than older consumers to watch as much television in any given day (two and half hours compared to the average of three hours and 45 minutes) and less likely to listen to the radio. While they may be easier to reach across a range of media platforms, traditional media is finding the competition from the internet toughest amongst this age group.
  • Over half of consumers aged 16-24 admit to having the television on as background noise, even when they aren’t really watching it. Furthermore, just under half say that they will have the television on while surfing the net.
  • Some 51% of 16-24s have music on in the background that they are not really listening to, 60% of 16-24s tend to listen to music whilst surfing the net and another third listen to music whilst reading newspapers and magazines.
  • While using web-based email is the most popular done by 16-24s via their PCs or laptops, social networking emerges as the most popular activity done online via mobile phones, with 38% of young people using it, compared to 35% using email.
  • Despite their higher levels of browsing, those aged 16-24 are less likely than older consumers to partake in many types of online transactions. For example, in general retailing, online banking, auction sites and booking holidays, propensity to have made a transaction peaks among 45-54s. The only categories in which 16-24s are the most likely of all the ranges to have made an online payment is in the downloading of music and film.
  • 16-24s are much more influenced in their purchasing decisions than older consumers by most aspects of the media (or at least the most likely to admit it), and are more likely than any other base of consumers to rely on online tools for guidance. The most common influence is customer reviews, reflecting the trust that people put in the opinions of other consumers.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Directing the traffic
              • Mobile technology will be the receptor of a new era in marketing
              • Market in Brief

                • Beware of change
                  • The early adopters
                    • Don’t pay, won’t pay
                      • Vying for attention
                        • Cross-category reach
                          • UGC aids understanding
                            • Opportunities for all
                            • Internal Market Environment

                              • Key points
                                • Want to play?
                                  • For whom the bell tolls
                                    • Figure 1: Newspapers – average daily (Mon-Sat) net circulation, December 2004-December 2009
                                  • The threat from freesheets
                                    • Online newspaper usage
                                      • Figure 2: Daily usage for leading online newspaper websites, April 2010
                                    • Demand for online readership
                                      • Magazine readership
                                        • Figure 3: Top 100 actively purchased magazines, total average net circulation, December 2004-December 2009
                                        • Figure 4: Year-on-year percentage change of total average circulation of selected magazine sectors in the first half of 2010
                                      • Digital UK
                                        • Figure 5: TV platforms, by millions of UK homes, 2004-09
                                        • Figure 6: Types of TV received by UK households, Q1 2010
                                        • Figure 7: Subscription to Sky channels, by age, Q1 2010
                                      • Age of mobile
                                        • Figure 8: UK mobile penetration, by gender, age and socio-economic group, Q1 2010
                                        • Figure 9: Use of mobile phone during the past week, Q1 2010
                                        • Figure 10: Number of calls and text messages in last week, 2005-09
                                      • Phones and the future
                                        • Radio failing to strike a chord with youth
                                          • Figure 11: Frequency of radio listening, by age, Q1 2010
                                          • Figure 12: Type of radio used, by age, Q1 2010
                                        • A digital lemon?
                                          • Broadband bundle boost
                                            • Figure 13: Broadband penetration, by demographics, 2004-09
                                          • Attention Deficit Disorder?
                                          • Broader Market Environment

                                            • Key points
                                              • Economy bottoms out?
                                                • Figure 14: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                                • Figure 15: GfK NOP Consumer Confidence Index, September 2009-September 2010
                                              • Employment hits youth hard
                                                • Figure 16: Employment and unemployment, by gender, 2005-15
                                              • In search of a free lunch
                                                • Coming of age
                                                  • Figure 17: Trends in the age structure of the UK population, 2005-15
                                                • Growth in the white-collar workforce
                                                  • Figure 18: Forecast adult population trends, by socio-economic group, 2005-15
                                                • Living alone, staying at home
                                                  • Figure 19: UK households, by size, 2005-15
                                              • Youth Targeting in Action

                                                • Key points
                                                  • Vital signs
                                                    • TalkTalk
                                                      • Youth appeal = mass-market appeal
                                                        • Beyond sponsorship
                                                          • Strategy review
                                                            • Phones4U
                                                              • Kiss and make up?
                                                                • INQ
                                                                  • On format
                                                                    • Big pull from the big screen
                                                                      • Product placement
                                                                        • When cinema meets digital
                                                                          • Coke Zero to coke hero
                                                                            • Strategy review
                                                                            • TV Viewing Habits

                                                                              • Key points
                                                                                • 16-24s
                                                                                  • Figure 20: Types of TV programme watched – 16-24s, August 2010
                                                                                • All respondents
                                                                                  • Figure 21: Types of TV programme watched – all respondents, August 2010
                                                                                • Youth aversion
                                                                                  • What youths want
                                                                                    • Gender divides
                                                                                      • TV viewing habits sustaining a social divide?
                                                                                        • Opportunities to cross-promote
                                                                                          • Case study
                                                                                          • Radio Listening Habits

                                                                                            • Key points
                                                                                              • Radio listening
                                                                                                • 16-24s
                                                                                                  • Figure 22: Types of radio programme listened to – 16-24s, August 2010
                                                                                                • All respondents
                                                                                                  • Figure 23: Types of radio programme listened to – all respondents, August 2010
                                                                                                • Music monopoly
                                                                                                  • Beyond music
                                                                                                    • Same audience, different station?
                                                                                                      • Sport – the great unifier
                                                                                                        • Affluence and gender promote diversity in listening
                                                                                                        • Magazine Readership

                                                                                                          • Key points
                                                                                                            • Magazine readership
                                                                                                              • 16-24s
                                                                                                                • Figure 24: Types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                              • All respondents
                                                                                                                • Figure 25: Types of newspaper/magazine content read – all respondents, August 2010
                                                                                                              • The end of authority
                                                                                                                • Topics of disinterest
                                                                                                                  • Demographic hotspots
                                                                                                                    • Cross-category reach
                                                                                                                    • Internet Usage

                                                                                                                      • Key points
                                                                                                                        • Internet usage
                                                                                                                          • 16-24s
                                                                                                                            • Figure 26: Types of internet activity done in last three months – 16-24s, August 2010
                                                                                                                          • All respondents
                                                                                                                            • Figure 27: Types of internet activity done in last three months – all respondents, August 2010
                                                                                                                          • Mobile – the youth domain
                                                                                                                            • Up-to-the-minute information in the third space
                                                                                                                              • The lowdown on downloads
                                                                                                                                • Target audience isolated
                                                                                                                                  • Video going mainstream
                                                                                                                                    • Regional and social divisions
                                                                                                                                      • Digital equality for the next generation
                                                                                                                                        • Cross-promotion opportunities
                                                                                                                                          • Between laptops and mobiles
                                                                                                                                            • User know-how
                                                                                                                                            • Online Transactions

                                                                                                                                              • Key points
                                                                                                                                                • Online transactions
                                                                                                                                                  • Figure 28: Types of financial transaction made online in last three months – 16-24s and all, August 2010
                                                                                                                                                • A terrifying glimpse into the future?
                                                                                                                                                  • Londoners only pay for online entertainment
                                                                                                                                                    • Between spending and saving
                                                                                                                                                      • e-commerce and eBay
                                                                                                                                                      • Media Multitasking

                                                                                                                                                        • Key points
                                                                                                                                                          • Media usage habits
                                                                                                                                                            • Figure 29: Media usage habits – 16-24s and all, August 2010
                                                                                                                                                          • Background music
                                                                                                                                                            • Media capability
                                                                                                                                                            • Attitudes Towards Media

                                                                                                                                                              • Key points
                                                                                                                                                                • Choices and competition
                                                                                                                                                                  • 16-24s
                                                                                                                                                                    • Figure 30: Attitudes towards media – 16-24s, August 2010
                                                                                                                                                                  • All respondents
                                                                                                                                                                    • Figure 31: Attitudes towards media – all respondents, August 2010
                                                                                                                                                                  • For and against hard-copy news
                                                                                                                                                                    • Too much time online
                                                                                                                                                                      • TV limitations
                                                                                                                                                                      • Making Purchasing Decisions

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Media influence
                                                                                                                                                                            • 16-24s
                                                                                                                                                                              • Figure 32: Attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                            • All respondents
                                                                                                                                                                              • Figure 33: Attitudes towards the impact of media on purchasing – all respondents, August 2010
                                                                                                                                                                            • Hook, line and sinker for 16-24s
                                                                                                                                                                              • Hell hath no fury…
                                                                                                                                                                                • Traditional media still youth-effective
                                                                                                                                                                                  • Interaction or infringement?
                                                                                                                                                                                  • Targeting Opportunities

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Target groups
                                                                                                                                                                                        • Figure 34: Consumer target groups for 16-24 media consumption habits, August 2010
                                                                                                                                                                                      • Average Jo-sephines – 26%
                                                                                                                                                                                        • Virtual playthings – 22%
                                                                                                                                                                                          • Media Junkies – 19%
                                                                                                                                                                                            • Quality Not Quantity – 33%
                                                                                                                                                                                            • Appendix – TV Viewing Habits

                                                                                                                                                                                                • Figure 35: Most popular types of TV programme watched – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 36: Next most popular types of TV programme watched – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 37: Other types of TV programme watched – 16-24s, by demographics, August 2010
                                                                                                                                                                                              • All respondents
                                                                                                                                                                                                • Figure 38: Most popular types of TV programme watched – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 39: Next most popular types of TV programme watched – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 40: Other types of TV programme watched – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 41: Types of TV programme watched, by most popular types of TV programme watched – 16-24s, August 2010
                                                                                                                                                                                                • Figure 42: Types of TV programme watched, by next most popular types of TV programme watched – 16-24s, August 2010
                                                                                                                                                                                                • Figure 43: Types of TV programme watched, by other types of TV programme watched – 16-24s, August 2010
                                                                                                                                                                                                • Figure 44: Types of TV programme watched, by least popular types of TV programme watched – 16-24s, August 2010
                                                                                                                                                                                            • Appendix – Radio Listening Habits

                                                                                                                                                                                                • Figure 45: Most popular types of radio programme listened to – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 46: Next most popular types of radio programme listened to – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 47: Most popular types of radio programme listened to – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 48: Next most popular types of radio programme listened to – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 49: Types of TV programme watched, by most popular types of radio programme listened to – 16-24s, August 2010
                                                                                                                                                                                                • Figure 50: Types of TV programme watched, by next most popular types of radio programme listened to – 16-24s, August 2010
                                                                                                                                                                                                • Figure 51: Types of TV programme watched, by other types of radio programme listened to – 16-24s, August 2010
                                                                                                                                                                                                • Figure 52: Types of radio programme listened to, by most popular types of radio programme listened to – 16-24s, August 2010
                                                                                                                                                                                                • Figure 53: Types of radio programme listened to, by next most popular types of radio programme listened to – 16-24s, August 2010
                                                                                                                                                                                                • Figure 54: Types of radio programme listened to, by other types of radio programme listened to – 16-24s, August 2010
                                                                                                                                                                                            • Appendix – Magazine Readership

                                                                                                                                                                                                • Figure 55: Most popular types of newspaper/magazine content read – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 56: Next most popular types of newspaper/magazine content read – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 57: Other types of newspaper/magazine content read – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 58: Most popular types of newspaper/magazine content read – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 59: Next most popular types of newspaper/magazine content read – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 60: Other types of newspaper/magazine content read – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 61: Types of TV programme watched, by most popular types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 62: Types of TV programme watched, by next most popular types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 63: Types of TV programme watched, by other types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 64: Types of radio programme listened to, by most popular types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 65: Types of radio programme listened to, by next most popular types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 66: Types of radio programme listened to, by other types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 67: Types of newspaper/magazine content read, by most popular types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 68: Types of newspaper/magazine content read, by next most popular types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 69: Types of newspaper/magazine content read, by other types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                            • Appendix – Internet Usage

                                                                                                                                                                                                • Figure 70: Most popular types of internet activity done in last three months via PC/laptop – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 71: Next most popular types of internet activity done in last three months via PC/laptop – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 72: Other types of internet activity done in last three months via PC/laptop – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 73: Most popular types of internet activity done in last three months via mobile phone/PDA – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 74: Next most popular types of internet activity done in last three months via mobile phone/PDA – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 75: Most popular types of internet activity done in last three months via PC/laptop – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 76: Next most popular types of internet activity done via PC/laptop in last three months – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 77: Other types of internet activity done in last three months via PC/laptop – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 78: Most popular types of internet activity done in last three months via mobile phone/PDA – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 79: Next most popular types of internet activity done in last three months via mobile phone/PDA – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 80: Other types of internet activity done in last three months via mobile phone/PDA – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 81: Types of internet activity done in last three months, by most popular types of TV programme watched – 16-24s, August 2010
                                                                                                                                                                                                • Figure 82: Types of internet activity done in last three months, by next most popular types of TV programme watched – 16-24s, August 2010
                                                                                                                                                                                                • Figure 83: Types of internet activity done in last three months, by other types of TV programme watched – 16-24s, August 2010
                                                                                                                                                                                                • Figure 84: Types of internet activity done in last three months, by least popular types of TV programme watched – 16-24s, August 2010
                                                                                                                                                                                                • Figure 85: Types of internet activity done in last three months, by most popular types of radio programme listened to – 16-24s, August 2010
                                                                                                                                                                                                • Figure 86: Types of internet activity done in last three months, by next most popular types of radio programme listened to – 16-24s, August 2010
                                                                                                                                                                                                • Figure 87: Types of internet activity done in last three months, by other types of radio programme listened to – 16-24s, August 2010
                                                                                                                                                                                                • Figure 88: Types of internet activity done in last three months, by most popular types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 89: Types of internet activity done in last three months, by next most popular types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 90: Types of internet activity done in last three months, by other types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 91: Types of internet activity done in last three months, by least popular types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 92: Types of internet activity done in last three months, by most popular types of TV programme watched – 16-24s, August 2010
                                                                                                                                                                                                • Figure 93: Types of internet activity done in last three months, by next most popular types of TV programme watched – 16-24s, August 2010
                                                                                                                                                                                                • Figure 94: Types of internet activity done in last three months, by other types of TV programme watched – 16-24s, August 2010
                                                                                                                                                                                                • Figure 95: Types of internet activity done in last three months, by least popular types of TV programme watched – 16-24s, August 2010
                                                                                                                                                                                                • Figure 96: Types of internet activity done in last three months, by most popular types of radio programme listened to – 16-24s, August 2010
                                                                                                                                                                                                • Figure 97: Types of internet activity done in last three months, by next most popular types of radio programme listened to – 16-24s, August 2010
                                                                                                                                                                                                • Figure 98: Types of internet activity done in last three months, by other types of radio programme listened to – 16-24s, August 2010
                                                                                                                                                                                                • Figure 99: Types of internet activity done in last three months, by most popular types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 100: Types of internet activity done in last three months, by next most popular types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 101: Types of internet activity done in last three months, by other types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 102: Types of internet activity done in last three months, by least popular types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 103: Types of internet activity done in last three months, by most popular types of internet activity done in last three months – 16-24s, August 2010
                                                                                                                                                                                                • Figure 104: Types of internet activity done in last three months, by next most popular types of internet activity done in last three months – 16-24s, August 2010
                                                                                                                                                                                                • Figure 105: Types of internet activity done in last three months, by other types of internet activity done in last three months – 16-24s, August 2010
                                                                                                                                                                                                • Figure 106: Types of internet activity done in last three months, by most popular types of internet activity done in last three months – 16-24s, August 2010
                                                                                                                                                                                                • Figure 107: Types of internet activity done in last three months, by next most popular types of internet activity done in last three months – 16-24s, August 2010
                                                                                                                                                                                            • Appendix – Online Transactions

                                                                                                                                                                                                • Figure 108: Most popular types of financial transaction made online in last three months – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 109: Next most popular types of financial transaction made online in last three months – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 110: Most popular types of financial transaction made online in last three months – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 111: Next most popular types of financial transaction made online in last three months – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 112: Types of financial transaction made online in last three months, by most popular types of TV programme watched – 16-24s, August 2010
                                                                                                                                                                                                • Figure 113: Types of financial transaction made online in last three months, by next most popular types of TV programme watched – 16-24s, August 2010
                                                                                                                                                                                                • Figure 114: Types of financial transaction made online in last three months, by other types of TV programme watched – 16-24s, August 2010
                                                                                                                                                                                                • Figure 115: Types of financial transaction made online in last three months, by least popular types of TV programme watched – 16-24s, August 2010
                                                                                                                                                                                                • Figure 116: Types of financial transaction made online in last three months, by most popular types of radio programme listened to – 16-24s, August 2010
                                                                                                                                                                                                • Figure 117: Types of financial transaction made online in last three months, by next most popular types of radio programme listened to – 16-24s, August 2010
                                                                                                                                                                                                • Figure 118: Types of financial transaction made online in last three months, by other types of radio programme listened to – 16-24s, August 2010
                                                                                                                                                                                                • Figure 119: Types of financial transaction made online in last three months, by most popular types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 120: Types of financial transaction made online in last three months, by next most popular types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 121: Types of financial transaction made online in last three months, by other types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 122: Types of financial transaction made online in last three months, by least popular types of newspaper/magazine content read – 16-24s, August 2010
                                                                                                                                                                                                • Figure 123: Types of financial transaction made online in last three months, by most popular types of internet activity done in last three months – 16-24s, August 2010
                                                                                                                                                                                                • Figure 124: Types of financial transaction made online in last three months, by next most popular types of internet activity done in last three months – 16-24s, August 2010
                                                                                                                                                                                                • Figure 125: Types of financial transaction made online in last three months, by other types of internet activity done in last three months – 16-24s, August 2010
                                                                                                                                                                                                • Figure 126: Types of financial transaction made online in last three months, by most popular types of internet activity done in last three months – 16-24s, August 2010
                                                                                                                                                                                                • Figure 127: Types of financial transaction made online in last three months, by next most popular types of internet activity done in last three months – 16-24s, August 2010
                                                                                                                                                                                                • Figure 128: Types of financial transaction made online in last three months, by most popular types of financial transaction made online in last three months – 16-24s, August 2010
                                                                                                                                                                                                • Figure 129: Types of financial transaction made online in last three months, by next most popular types of financial transaction made online in last three months – 16-24s, August 2010
                                                                                                                                                                                            • Appendix – Media Multitasking

                                                                                                                                                                                                • Figure 130: Most popular media usage habits – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 131: Next most popular media usage habits – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 132: Most popular media usage habits – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 133: Next most popular media usage habits – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 134: Types of TV programme watched, by most popular media usage habits – 16-24s, August 2010
                                                                                                                                                                                                • Figure 135: Types of TV programme watched, by next most popular media usage habits – 16-24s, August 2010
                                                                                                                                                                                                • Figure 136: Types of radio programme listened to, by most popular media usage habits – 16-24s, August 2010
                                                                                                                                                                                                • Figure 137: Types of radio programme listened to, by next most popular media usage habits – 16-24s, August 2010
                                                                                                                                                                                                • Figure 138: Types of newspaper/magazine content read, by most popular media usage habits – 16-24s, August 2010
                                                                                                                                                                                                • Figure 139: Types of newspaper/magazine content read, by next most popular media usage habits – 16-24s, August 2010
                                                                                                                                                                                                • Figure 140: Types of internet activity done in last three months, by most popular media usage habits – 16-24s, August 2010
                                                                                                                                                                                                • Figure 141: Types of internet activity done in last three months, by next most popular media usage habits – 16-24s, August 2010
                                                                                                                                                                                                • Figure 142: Types of internet activity done in last three months, by most popular media usage habits – 16-24s, August 2010
                                                                                                                                                                                                • Figure 143: Types of internet activity done in last three months, by next most popular media usage habits – 16-24s, August 2010
                                                                                                                                                                                                • Figure 144: Types of financial transaction made online in last three months, by most popular media usage habits – 16-24s, August 2010
                                                                                                                                                                                                • Figure 145: Types of financial transaction made online in last three months, by next most popular media usage habits – 16-24s, August 2010
                                                                                                                                                                                                • Figure 146: Media usage habits, by most popular media usage habits – 16-24s, August 2010
                                                                                                                                                                                                • Figure 147: Media usage habits, by next most popular media usage habits – 16-24s, August 2010
                                                                                                                                                                                            • Appendix – Attitudes Towards Media

                                                                                                                                                                                                • Figure 148: Most popular attitudes towards media – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 149: Next most popular attitudes towards media – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 150: Most popular attitudes towards media – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 151: Next most popular attitudes towards media – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 152: Types of TV programme watched, by most popular attitudes towards media – 16-24s, August 2010
                                                                                                                                                                                                • Figure 153: Types of TV programme watched, by next most popular attitudes towards media – 16-24s, August 2010
                                                                                                                                                                                                • Figure 154: Types of radio programme listened to, by most popular attitudes towards media – 16-24s, August 2010
                                                                                                                                                                                                • Figure 155: Types of radio programme listened to, by next most popular attitudes towards media – 16-24s, August 2010
                                                                                                                                                                                                • Figure 156: Types of newspaper/magazine content read, by most popular attitudes towards media – 16-24s, August 2010
                                                                                                                                                                                                • Figure 157: Types of newspaper/magazine content read, by next most popular attitudes towards media – 16-24s, August 2010
                                                                                                                                                                                                • Figure 158: Types of internet activity done in last three months, by most popular attitudes towards media – 16-24s, August 010
                                                                                                                                                                                                • Figure 159: Types of internet activity done in last three months, by next most popular attitudes towards media – 16-24s, August 2010
                                                                                                                                                                                                • Figure 160: Types of internet activity done in last three months, by most popular attitudes towards media – 16-24s, August 2010
                                                                                                                                                                                                • Figure 161: Types of internet activity done in last three months, by next most popular attitudes towards media – 16-24s, August 2010
                                                                                                                                                                                                • Figure 162: Types of financial transaction made online in last three months, by most popular attitudes towards media – 16-24s, August 2010
                                                                                                                                                                                                • Figure 163: Types of financial transaction made online in last three months, by next most popular attitudes towards media – 16-24s, August 2010
                                                                                                                                                                                                • Figure 164: Media usage habits, by most popular attitudes towards media – 16-24s, August 2010
                                                                                                                                                                                                • Figure 165: Media usage habits, by next most popular attitudes towards media – 16-24s, August 2010
                                                                                                                                                                                                • Figure 166: Attitudes towards media, by most popular attitudes towards media – 16-24s, August 2010
                                                                                                                                                                                                • Figure 167: Attitudes towards media, by next most popular attitudes towards media – 16-24s, August 2010
                                                                                                                                                                                            • Appendix – Making Purchasing Decisions

                                                                                                                                                                                                • Figure 168: Most popular attitudes towards the impact of media on purchasing – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 169: Next most popular attitudes towards the impact of media on purchasing – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 170: Most popular attitudes towards the impact of media on purchasing – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 171: Next most popular attitudes towards the impact of media on purchasing – all respondents, by demographics, August 2010
                                                                                                                                                                                                • Figure 172: Types of TV programme watched, by most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                                                • Figure 173: Types of TV programme watched, by next most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                                                • Figure 174: Types of radio programme listened to, by most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                                                • Figure 175: Types of radio programme listened to, by next most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                                                • Figure 176: Types of newspaper/magazine content read, by most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                                                • Figure 177: Types of newspaper/magazine content read, by next most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                                                • Figure 178: Types of internet activity done in last three months, by most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                                                • Figure 179: Types of internet activity done in last three months, by next most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                                                • Figure 180: Types of internet activity done in last three months, by most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                                                • Figure 181: Types of internet activity done in last three months, by next most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                                                • Figure 182: Types of financial transaction made online in last three months, by most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                                                • Figure 183: Types of financial transaction made online in last three months, by next most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                                                • Figure 184: Media usage habits, by most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                                                • Figure 185: Media usage habits, by next most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                                                • Figure 186: Attitudes towards media, by most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                                                • Figure 187: Attitudes towards media, by next most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                                                • Figure 188: Attitudes towards the impact of media on purchasing, by most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                                                • Figure 189: Attitudes towards the impact of media on purchasing, by next most popular attitudes towards the impact of media on purchasing – 16-24s, August 2010
                                                                                                                                                                                            • Appendix – Targeting Opportunities

                                                                                                                                                                                                • Figure 190: Attitudes towards media – 16-24s, by target groups, August 2010
                                                                                                                                                                                                • Figure 191: Target groups – 16-24s, by demographics, August 2010
                                                                                                                                                                                                • Figure 192: Types of TV programme watched – 16-24s, by target groups, August 2010
                                                                                                                                                                                                • Figure 193: Types of radio programme listened to – 16-24s, by target groups, August 2010
                                                                                                                                                                                                • Figure 194: Types of newspaper/magazine content read – 16-24s, by target groups, August 2010
                                                                                                                                                                                                • Figure 195: Types of internet activity done in last three months – 16-24s, by target groups, August 2010
                                                                                                                                                                                                • Figure 196: Types of internet activity done in last three months – 16-24s, by target groups, August 2010
                                                                                                                                                                                                • Figure 197: Types of financial transaction made online in last three months – 16-24s, by target groups, August 2010
                                                                                                                                                                                                • Figure 198: Media usage habits – 16-24s, by target groups, August 2010
                                                                                                                                                                                                • Figure 199: Attitudes towards the impact of media on purchasing – 16-24s, by target groups, August 2010

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • Audit Bureau of Circulations
                                                                                                                                                                                            • British Broadcasting Corporation (BBC)
                                                                                                                                                                                            • British Market Research Bureau (BMRB)
                                                                                                                                                                                            • British Phonographic Industry Ltd (The) [BPI]
                                                                                                                                                                                            • Co-operative Group
                                                                                                                                                                                            • Coca-Cola GB
                                                                                                                                                                                            • Council of Mortgage Lenders
                                                                                                                                                                                            • Daily Mail
                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                            • FriendsReunited
                                                                                                                                                                                            • Gfk NOP
                                                                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                                                                            • International Federation of the Phonographic Industry
                                                                                                                                                                                            • Kantar Media
                                                                                                                                                                                            • LOVEFiLM International Ltd
                                                                                                                                                                                            • Marks & Spencer
                                                                                                                                                                                            • McDonald's Restaurants Limited (UK)
                                                                                                                                                                                            • Nintendo UK Entertainment Ltd
                                                                                                                                                                                            • Ofcom
                                                                                                                                                                                            • PayPal Inc.
                                                                                                                                                                                            • Phones 4U Ltd
                                                                                                                                                                                            • Radio Joint Audience Research Limited
                                                                                                                                                                                            • Skype Technologies S.A.
                                                                                                                                                                                            • Tiscali UK
                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                            • Virgin Media Ltd
                                                                                                                                                                                            • YouTube, Inc.

                                                                                                                                                                                            Youth Media Consumption Habits - UK - October 2010

                                                                                                                                                                                            £1,995.00 (Excl.Tax)