Among 18-54 years olds, 45.6 percent chose the Internet as their preferred media according to a new study released by the Online Publishers Association (OPA) comparing consumer attitudes toward different media.

The OPA's Generational Media Study, the fourth in a series of research reports, provides a detailed view of the 18-34-year old media consumer by comparing attitudes toward the Internet, television, radio, newspapers, and magazines across several different generational age groups.

The national online survey canvassed 1,235 respondents distributed among three age groups: 18 to 24 year olds, 25 to 34 year olds, and 35 to 54 year olds.

The study, conducted for the OPA by Frank N. Magid Associates, asked participants to compare qualitative aspects of consuming content online and offline. Compared head-to-head with offline media, online media rated highly with all age groups.

"Consumers continue to move beyond purely functional uses of the Internet into more media-oriented activities, such as reading stories, looking at photos, and watching video," said OPA president Michael Zimbalist in a statement. "These results show how receptive people of all ages are to the Internet as a medium and not just a tool."

Of survey respondents, 97 percent ranked online media the same or better than offline for finding information about products and music. Reading online outpaced offline formats with 83 percent asserting that reading a story online was the same or better than doing so offline.

For video, 67 percent preferred or saw no difference between watching short video clips online compared with watching highlights on television. Television was the clear preference for longer-form videos with 63 percent preferring to watch longer programs offline.

The Internet and television were the leading media choices among 18 to 54 year-olds. The Internet was the preferred media choice, selected by 45.6 percent, followed by television, selected by 34.6 percent. Among 18-24 years olds, 50.5 percent named the Internet as their top media choice and television drew a 28.5 percent share in the age group.

Attracting significantly smaller percentages across all age groups were books at 7.5 percent, radio and newspapers, both at 3.2 percent, and videos, DVDs, computers games, and magazines, which all drew less than three percent.

Among all respondents, the Internet and television are not only the preferred media, but also the most frequently used. During a given week, 52 percent used the Internet and television, between two and five hours each day; Internet usage measurements excluded e-mail, instant messaging, and chat. Reported usage exceeding five hours per day was significantly lower, but still significant, with 19 percent using the Internet and 15 percent watching television more than five hours per day.

Unique among the media included in the survey, there was net growth in the perceived time spent using the Internet. Almost half, 47 percent, claimed to spend more time online now than they did a year ago. Video/PC games experienced a perceived net loss in usage of 35 percent and perceived television usage declined 28 percent.

The survey results indicate that the Internet is used primarily for information. For almost three quarters of respondents, 73 percent, the Internet is an important part of their day, helping them to stay informed -- the Internet provides useful information about products and services to 65 percent of respondents.

Of 18 to 24 year-old respondents, 45 percent turn to the Internet first for national news, compared with 29 percent of 35 to 54 year olds. For weather, 58 percent of 18-24 year-olds' first stop is the Internet and 51 percent go online for sports before they turn to other media.

The OPA, an industry trade group with offices in New York, produces research into online advertising and media consumption to advance the interests of online publishers with the public, press, government, and advertisers. Many leading media organizations are members of OPA including CBS MarketWatch, CNET Networks, CNN.com, Internet Broadcasting Systems, Jupitermedia, New York Times Digital, USA Today.com, and The Wall Street Journal Online. Together, OPA member sites reach 73 percent of the total U.S. Internet audience according to comScore Media Metrix data.