The European Interactive Advertising Association has sent out a stark warning for media companies that European 15-24 year olds are deserting TV and radio to spend more time online. Nearly 50% watch less TV, while 22% are listening to less radio. “The 15- to 24-age-group is the Holy Grail for most advertisers and the EIAA research conclusively demonstrates the extent to which the internet now represents an essential medium for this audience, increasingly replacing TV and radio,” Michael Kleindl, the chairman of the EIAA.

Unfortunately, digital music services (DMS) have yet to attract this age group with the majority of DMS users in the 30+ category, despite a rash of initiatives such as prepaid cards to avoid the need for a credit card.