How Gen Y consumes media

This was a survey of more than 2,200 Americans 13-75. Here's the part about Millennials (13- 24) and how the differ from other groups in terms of online use.

TV Week, 5/7/07 - 'Millennials' Defying the Old Models: "According to the survey, Millennials invested 51 percent of their Internet time with user-generated content and only 49 percent on company-generated content. The survey average was 34 percent of time to user-generated content and 66 percent to company-generated content. Millennials, therefore, invest 50 percent more time with user-generated content than the average user.

... In response to the question 'How often would you say you are doing the following activities in a typical week?' the interaction-based activities skewed highly:

Sixty-two percent of Millennials said they frequently or occasionally socialized on the Internet, versus 38 percent of the rest of the participants in the survey, a 63 percent advantage.

Other prominent Millennial online activities include watching content created by others: 71 percent vs. 51 percent (+39 percent); reading or posting on message boards: 51 percent vs. 38 percent (+34 percent); reading blogs: 55 percent vs. 36 percent (+53 percent); creating personal content: 58 percent vs. 34 percent (+71 percent); maintaining own personal Web site: 36 percent vs. 22 percent (+64 percent); and keeping a web log (blog): 35 percent vs. 18 percent (+94 percent).

Among the more mainstream Web activities, Millennials invest significant time in the following: searching, downloading or listening to music, 78 percent vs. 50 percent (+56 percent); visiting gaming sites where games can be played online, 66 percent vs. 49 percent (+35 percent); and watching You Tube or other video-streaming sites, 62 percent vs. 36 percent (+72 percent). Further, almost half (48 percent) visit a television Web site in a typical week."