Are we sick of hearing research about whether young men still watch TV or not? Well, today, according to yet another recent study – this time from Peter D. Hart Research Associates for Carat and Maxim – they do. In fact, they’d give up their videos games before they gave up TV. Eight out of ten men 18-34 said they would give up their game console for a month rather than give up TV for the same period of time. Nuggets:
- Pop-up tolerance. Young men don’t object to Web pop-up ads as long as there’s a payoff. About 61% said they’d prefer a free Web site with pop-ups, vs. 33% who prefer a pay site with no ads.
- TV-informed. Some 69% said TV ads are their first choice for getting information on a new gadget, and 56% consider network TV ads a major source of “staying informed,” followed by cable and radio ads at 43%, newspaper ads at 38% and magazine ads at 34%.
- Generational split. The study found a split between men ages 18 to 24 and those 25 to 34 in media use. For example, 68% of the younger group play video games, and 54% use instant messaging, vs. 51% and 31% in the older group.
