According to the latest Jupiter Research reported in the Media Post (registration required), 18-34 year old males are not as sports obsessed as was once thought. Instead they're watching less TV and playing more action games online. They also watch videos online, download music and visit movie sites. Only 30 percent of the 18-24 demo view sports related content compared to 60 percent of older men. They also suggest that if the NBA or NASCAR tried to target this demo online, it probably would not be so effective. They also find that young people are not goofing off at work (and are therefore hard to reach in the office). I'm pulling out the key numbers here:

In 2003, 18- to-34-year-old men watched 8 hours of television per week, which is two hours less than the previous year and 2-3 hours less than other age groups.

Fifty-four percent of 18- to-24-year-old males play action games online, 47 percent viewed video content online, 43 percent visited music/file-sharing sites, and 32 percent went to specific movie sites. (50 percent higher than the average male)

Eighteen to 24s are twice as likely to use instant messaging, chat, short message service, and message boards. More than 30 percent of 18-24s are willing to trade personal information for customized or exclusive content.

Forty Seven percent of 18- to-24-year-old males read movie reviews online, 34 percent check for information about local entertainment on the Web, 10 percent check local news, and 18 percent check TV listings.

Related:
Viacom Plans Gamer Ads, but Analyst Says They Don't Work

Posted by anastasia