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Traditional media still popular among youngsters despite rise of Internet

Stockholm, Tue, 27 Mar 2012 ANI

Stockholm, Mar 27(ANI): A new study on young people's media habits on behalf of NORDICOM at the University of Gothenburg, Sweden, has revealed that almost every youngster in the country is accessing internet, but that doesn't means they have stopped using the traditional media.

Professor Olle Findahl, who conducted the study believes, 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.

People in this age group do watch television, 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 adolescents still use traditional media more than the internet. In fact, schoolchildren (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.imilar 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 behavior that is made possible through social networks - contacts with like-minded individuals who share the same interests.

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. (ANI)

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