Teens Spend More Time Online than with TV, Shows Yahoo and Carat Research

July 24, 2003-- Yahoo! Inc. and Carat North America, one of the largest independent media services company in North America, today announced the results of a groundbreaking research study commissioned by both companies, which reveals new findings about media consumption by teens and young adults (ages 13-24).

Among the key findings of the two-phased market research program conducted by Harris Interactive and Teenage Research Unlimited (TRU), was that the Internet has surpassed television in overall time spent to become the primary medium of choice among the young.
While teens and young adults consume many different types of media, the study revealed that the Internet surpasses them all in the amount of time spent. In an average week, youth spends their time as follows: (1) 16.7 hours online (excluding e-mail), (2) 13.6 hours watching TV, (3) 12 hours listening to the radio, (4) 7.7 hours talking on the phone, (5) Six hours reading books and magazines (personal, not scholastic).

The study, which polled more than 2,500 teens and young adults (ages 13-24) using both qualitative and quantitative methods, revealed that "control" – the ability to personalize and manage the media experience and content – emerged the primary reason this group chooses the Internet over other forms of media.

Survey findings also showed that teens use the Internet as a "hub" – or primary media – while other media are used as a starting point for the online experience.

On a typical day, a young person is faced with a universe full of media, which includes 200+ cable television networks, 5,500 consumer magazine titles, 10,500 radio stations, 30 million+ websites, and 122,000 newly published books. To many adults, this is a daunting, fragmented media landscape. Not so among today's youth generation. They were literally born to a world of media choice that places them firmly in control of their media environment.

Carat North America is a leading media services company with over $4.5 billion in media billings. Carat provides a full range of services including media research, planning and buying; interactive; business to business; multicultural; direct response; speaker placement; event management; market mix modeling; and corporate trade and works with many market-leading companies such as Pfizer, RadioShack, New Line Cinema, CBS Television, Alberto-Culver, Hyundai Motor America, Kia Motors America, Orbitz and Midas International. For more information about Carat, please visit the Web site at www.carat-na.com.

Yahoo! Inc. is a leading provider of comprehensive online products and services to consumers and businesses worldwide. Yahoo! is the No. 1 Internet brand globally and the most trafficked Internet destination worldwide. Headquartered in Sunnyvale, Calif., Yahoo!'s global network includes 25 World properties and is available in 13 languages.