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Teens and young adults are attractive targets for online advertisers
Young web users aged between 15 and 25 are far more likely to use the internet than the general population, with social networking sites such as Bebo and Facebook consuming an increasing portion of their time.A new comScore study showed that this age group is 25 per cent more likely to be online, and will typically spend 24 per cent more time surfing the web, than the average internet user.
This represents "an opportunity for advertisers to efficiently reach a younger audience with a targeted message," said comScore Europe's Bob Ivins.
Google topped the list of the hottest UK properties, with 5.93 million unique visitors in the 15 to 24 age group during April. Microsoft was next with 5.89 million, followed by eBay, Yahoo and Fox Interactive Media.
In terms of the general population, Google, Microsoft, eBay and Yahoo were the top four, but the BBC was fifth ahead of Fox Interactive. For the younger generation, it was the massively popular MySpace social networking site that propelled parent company Fox Interactive ahead of the BBC.
The top five youth properties in the UK in April were Facebook, Bebo, Alloy, Tagged.com and ARTISTdirect Network, comScore reports.
Mr Ivins said that the higher use of the web by younger Britons indicates how they have grown up with the internet, and shows how integral it is to their lives - clearly highlighting the huge potential for online advertising.
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Online Advertising news posted on 11 June 2007
