Understanding the 18-24 Year Old TV Viewer

This report looks at the viewing habits of 4,400 Americans between the ages of 18 and 24, segmented into five groups: extended home college (university) students, independent college students, college students living at home with their parents, non-college students and college graduates.

Understanding the 18-24 Year Old TV Viewer

Overview

Creating and scheduling TV programming that successfully targets the 18-24 year-old demographic has many challenges. Besides the usual gender differences, there are a range of lifestyle factors that affect their interests and their availability to watch TV.

Whether or not they attend college or are in the workforce is a key factor affecting their media consumption patterns. For those who attend school, their media use will differ depending on the school calendar. Other differences have to do with their living situation while attending school. Are they living away from home? Are they...

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