MarketingProfs

MarketingVOX: In Brazil, Russia and the U.S., young adults age 15-24 years old see the internet as convenient, fun, necessary, safe, and social, according to a recent report.
At the same time, 15-24 year olds in all three countries tend see TV as inconvenient and boring, writes ClickZ, citing “How Do Global Youth View the Internet? Implicit Association Testing Reveals the Answer,” a joint report from IDC and RKM Research and Communications.
“The implications of the strength of the internet versus television as a communication medium are significant for media and advertisers alike as they try to find a balance between the more static pushed content and user-generated or -controlled content,” IDC said.
Each country has slightly different user behavior. American youths are more likely to use the internet each day, though Brazil’s young users tend to use the web daily. In Russia, internet use among young adults tends to be to obtain news. Brazil and U.S. users tend to shop more online than the Russians.