Advertising Age

The Biz - Study: GenY is key to convergence.(Media Works)

Advertising Age | April 28, 2003 | Copyright

Byline: TOBI ELKIN

They grew up on the Internet and instant messaging. Commanding video-game controllers, navigating electronic programming guides, performing music downloads and burning CDs is second nature to them. So it's not surprising that 75% of 1,219 GenY participants in a recent survey said that they multi-task while watching TV.

The survey was mounted as a kind of focus group by an alliance of cable operators and programming providers angling to learn more about the viewing habits and preferences of 18-to-29-year-olds toward on-demand TV (AA, Feb. 24).…

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