YOUNG ADULTS AS MEDIA CONSUMERS. INTERNET AS A RELATED MEDIA BUT WITH FEW COVERAGE.

This communication has as aim to know the young adults, in special those who we consider Mileuristas, as media consumers. After the data analysis, we realize that the Mileuristas are big consumers of Television (83%), Outdoor (66%) and Magazines (65%). Their media consumption is not very different from the rest of the Spanish population. Internet and Cinema are the media with major affinity and the ones that young adults mention as those which they identify with. In spite of this, their coverage is quite low: 55% of penetration for Internet and only a 9% for Cinema. The Mileuristas affirm to be habitual consumers of general information Newspapers, monthly Magazines and musical Radio. On Television, they assure to choose the channels depending on the entertainment that they offer. They are, therefore, more faithful to a program than to a channel. Among their favourite programs we find the contests, the informative and investigation programs, children's programs, cartoon and reality shows. The Mileuristas see Internet as "a new great media that will change their life". They believe that it saves them a lot of time and that it is already an indispensable tool to study and work. Regardless it is not considered to be a good way to meet people, but they assure to be influenced by the Internet.