Mediaboss Marketing

Published: March. 26, 2012 at 5:24 PM

GOTHENBURG, Sweden, March 26 (UPI) -- Researchers say young people in Sweden, although heavy users of the Internet, are not abandoning traditional media such as TV, radio and recorded music.

Olle Findahl of the University of Gothenburg, who conducted a study of 9-to-24-year-olds' media habits, said although the age group watches TV and listens to radio and recorded music less today than 30 years ago, they still use traditional media more than the Internet.

Children between the ages of 9 and 14 spend 75 percent of their media time on traditional media, while those between the ages of 15 and 24 spend about 60 percent of their time on traditional media, a university release reported Sunday.

Findahl said the change in media use is similar to what happened when television was introduced in the 1950s and it appears people are using the Internet to complement, not replace, older media.

The rise of Internet use does not appear to have a negative correlation with the use of traditional media. In fact, the most intense Internet users are also heavy consumers of traditional media, the researchers said.

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Internet not replacing traditional media