Internet does not make young people abandon traditional media: study

Mar 26, 2012

Almost all 9- to 24-year-old Swedes use the internet. Most of them do so daily, and the older they are, the more they use it. Yet, this does not mean that they have ceased using traditional media, says Professor Olle Findahl, who has conducted a study on young people's media habits on behalf of NORDICOM at the University of Gothenburg, Sweden.

Admittedly, people in this age group do watch TV and listen to radio and recorded music somewhat less today than 30 years ago. The same trend can be observed for reading, especially when it comes to educational textbooks and nonfiction. However, children and still use traditional media more than the internet. In fact, (age 9-14) spend a whole 75 percent of their media time on traditional media; for the age group 15-24 the proportion is 60 percent.

Similar to what happened when television came about in the 1950s, it seems like people use the internet to complement and not substitute older media. The internet provides young people with music and films. Then there is the entirely new behaviour that is made possible through social networks – contacts with like-minded individuals who share the same interests.

The social network Facebook has a greater reach among young people than newspapers, and almost the same reach as TV. And the reach of the digital music service Spotify comes close to that of radio. However, this does not mean that everything that has to do with the internet automatically becomes popular. For example, relatively few young individuals use tablet computers, e-books and the Twitter microblog service. Yet the use of so-called smartphones has increased by several hundred percent in only two years.

It should be noted that there is no direct negative correlation between internet use and the use of traditional media. Instead, the most intense internet users are also heavy consumers of traditional media.

Explore further: Disadvantaged men more likely to do 'women's work' reveals new study

add to favorites email to friend print save as pdf

Related Stories

Use of social media on the rise

Jun 14, 2011

Every year, Nordicom at the University of Gothenburg, Sweden takes a barometer reading of media use in Sweden. Media Barometer data were first collected in 1979. These are some of the findings of the 2010 survey.

Net media are increasingly strong

Jun 15, 2010

University of Gothenburg, Sweden, conducts a yearly survey of Swedes' media use called Mediebarometern, which started in 1979. The results for the 2009 survey are now complete and show that Net media are increasingly strong, ...

Half of Swedish three-year-olds online: study

Nov 16, 2011

Swedes are among the world's most connected people and are swarming to the Internet at an ever earlier age, a study published Wednesday showed, indicating that half of Swedish three-year-olds have been online.

Recommended for you

The psychology of gift-giving and receiving

9 hours ago

Gift exchanges can reveal how people think about others, what they value and enjoy, and how they build and maintain relationships. Researchers are exploring various aspects of gift-giving and receiving, such as how givers ...

Strong neighborhood ties can help reduce gun violence

11 hours ago

The bonds that tie a neighborhood together can help shield community members from gun violence, according to new findings by Yale School of Medicine researchers in the Robert Wood Johnson Foundation Clinical ...

User comments : 1

Adjust slider to filter visible comments by rank

Display comments: newest first

rwinners
not rated yet Mar 26, 2012
And so, younger people are connecting through more media and taking in more information. This is a good thing!

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.