MUMBAI: For advertisers looking for analysis on the media consumption patterns of 18-34 year olds in the US this should come as interesting news. Those with broadband connections spend 52 per cent more time online as opposed to those on dial up. They also spend far more time surfing entertainment sites.

The Online Publishers Association (OPA) in America released the third installment in a series of research reports designed to provide a detailed view of the elusive 18 to 34 year-old media consumer. This study which was conducted for the OPA by comScore Networks focusses on how broadband impacts the types of activities 18 to 34 year-olds engage in online.

The study further noted that while 18 to 34 year-olds are not necessarily more likely to have broadband access than Internet users overall, they express a greater likelihood to obtain broadband at home within the next six months if they don't already have it than does any other age group.

18 to 34 year-olds with broadband spend more time on entertainment and content sites, as opposed to communications-related functions such as e-mail or Instant Messenger or transaction-oriented activities such as shopping and online banking.

In fact, 18 to 34 year-olds with broadband spend 96 per cent more time on entertainment sites compared to those with dial-up. Entertainment sites with multimedia and streaming capabilities registered the largest increases at 98 per cent.

The OPA added that the reason all this data is important is that the Internet enables marketers to reach audiences often missed by television advertising and offers superior targeting capabilities, without the risk of Digital Video Recorders or channel flipping affecting ad delivery. In addition, the Internet provides reach of the at-work audience and provides an opportunity for advertisers to effectively leverage the investment they are already making in producing a television commercial.

The time spent on Web utilities were more modest. Time spent with e-mail increased 32 per cent among the 18 to 34 year-old broadband population compared to those with dial-up. The report noted that with an 'always on' connection, the Internet is rapidly becoming a dominant source of news, lifestyle information and entertainment.

41 per cent reported watching a music video online compared to 29 per cent for dial up. 52 per cent reported watching a movie clip or trailer versus 32 per cent for dial up. 32 per cent reported viewing a news or current event segment versus 19 per cent. All this information is useful to advertisers as they contemplate their up-front television buys.