11% OF YOUNG ADULTS WATCH TV ONLINE WEEKLY; ARE HEAVIER USERS OF MEDIA OVERALL

18-to-34s who watch TV online at least once a week spend an extra hour with media every day, compared to their same-age counterparts, says new Knowledge Networks data

Menlo Park, CA; November 19, 2008: In a milestone for consumer media use, 11% of adults ages 18 to 34 now watch TV online at least once a week, according to the latest findings by MultiMedia Mentor® (MMM) from Knowledge Networks. These young adults spend 80% more time online than the general 18-to-34 population, and 16% more time (about 1.25 hours per day) with media generally; they are also much more likely to belong to and use social networks.

MultiMedia Mentor=® is the leading resource for targeting consumers more efficiently with media. Through year-round MMM surveys, Knowledge Networks collects the most authoritative information available about consumers' time spent with eight key media; through exclusive software, it allows clients to analyze the media habits of product users and other target groups, finding sometimes unexpected ways to allocate cross-media advertising to reach those consumers at a cost savings.

The 18-to-34 leading-edge media group – defined by their weekly viewing of TV programs online – has grown from 10% in the Fall 2007 MultiMedia Mentor® report to 12% in Spring 2008 (11% is the weighted average across the two waves). Among these young adults:

• Daily time spent with the Internet and TV is about equal – about 3.5 hours for each
• Almost half (46%) belong to one or more social networks – indexing at 177 versus the general 18-to-34 population – and this activity consumes 19% of their online time, versus 12% for the general 18-to-34 population
• Instant messaging accounts for 16% of the TV-online group's Internet time (compared to 12% for all 18-to-34s)
• Email was the most used of five specific online activities at 19%, the same proportion of time spent as the general 18-to-34 group

Table 1: Distribution of total Internet time devoted to the specific listed activities   18 to 34 years old (gen pop) 18 to 34 years old & watch TV online weekly Of the six Internet activities listed below, the % of time spent in:     Email 19% 19% IMing 12% 16% Social networks 12% 19% Online newspapers 5% 4% Online magazines 2% 3% Other Internet use* 50% 39%

* Other Internet use = any Internet activity not listed

Data collected by Knowledge Networks from MultiMedia Mentor® respondents indicates that, while the 18-to-34 TV-online group is ahead of the curve in Internet use, it is mostly conventional in other characteristics. For example:

• 58% go to the movies in an average month, compared to 53% of all 18-to-34 consumers
• 81% have gone to a fast food restaurant in the past month, compared to 87% of the general 18-to-34 population
• 63% own a videogame system, versus 57% of the general population

However, the 18-to-34 year olds who watch TV online weekly are more likely to own an MP3 player – 62% do, compared to less than half (45%) of all 18-to-34s.

Table 2: Comparative behavior of those 18 to 34 who watch TV online weekly vs. general 18-to-34 population   18 to 34 years old (gen pop) 18 to 34 years old & watch TV online weekly % who . . .     Go to movies at least once a month 53% 58% Eat fast food at least once a month 87% 81% Own a videogame system 57% 63% Own an MP3 player 45% 62%

"Weekly viewing of TV programming online is emerging as a marker for leading-edge media use among this crucial 18-to-34 group," said Bob DeFelice, Vice President for Client Service at Knowledge Networks. "For the most part, the TV-online viewers are not trading one medium for another; they are just adding a big helping of Internet time. As more and more of the 18-to-34 population moves in this direction, understanding this group's media preferences and habits will grow in importance to marketers. And we know that a 'platform-agnostic' approach – one in which content is accessible many places, at the user's demand – will be an essential ingredient of reaching young adults."

Knowledge Networks specializes in solving complex, high-impact problems, providing extraordinary quality and service to leaders in business, government and academia. We work closely with clients to create healthy consumer-brand connections, effective marketing and advertising, sound public policies, and accurate social science research. We have established respected practices in media, marketing, advertising, and government & academic studies. KN excels in study design, analytics, and custom panel creation; we deliver affordable, statistically valid online research through KnowledgePanel® – the only available probability selected, nationally representative Internet panel.