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Study shows importance of newspapers varies between age groups

Published on .

New York—The Online Publishers Association (OPA) unveiled Tuesday the results of its "Generational Media Study," the fourth installment in a series of research reports designed to provide a view of the 18-to-34-year-old media consumer.

The study, conducted by Frank N. Magid Associates, found that "there are no significant differences between age groups in their attitudes toward the Internet, television and magazines." But the study indicates that the importance of newspapers differs significantly by age group, with 38% of 35-to-54-year-old newspaper readers saying that reading the newspaper is an important part of their day, compared with only 17% of 18-to-24-year-old readers.

Additionally, 45% of 18-to-24-year-olds indicate that they would turn to the Internet first for national news (vs. 29% of 35-to-54-year-olds), while 58% would turn to the Internet first for weather (vs. 49%) and 51% for sports (vs. 41%).

—Sean Callahan

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