Internet Surpasses Radio As Prime Music Source For Youth According To New Study

From MediaPost.com: "THE INTERNET HAS SURPASSED RADIO as the preferred medium for music among youth in all countries, according to a study of 13- to-24-year-olds in 11 countries to be released today by Yahoo! and OMD Worldwide. While the preference is more pronounced in other countries, 47 percent of young U.S. consumers prefer the Internet for music, compared to 27 percent who prefer radio."

"…music is possibly the single greatest mechanism by which youth facilitate their three needs," according to the report, which specifies those needs as community, self-expression, and personalization."

"The study, "Truly, Madly, Deeply Engaged: Global Youth, Media and Technology," based on research conducted earlier this summer, found a remarkable degree of multitasking among today’s youth. Globally, the generation dubbed "My Media" by OMD and Yahoo! finds itself faced with more tasks than time to accomplish them on a daily basis, and as a result, has become highly adept at multitasking and "media meshing."

"A key finding from this study is that members of the My Media generation can fit up to 44 hours of activities in just one day…"