For time spent on the internet, the 16-24-year-olds take the lead vs other age groups. During the course of an average week, 21% spend more than 15 hours using the internet.

Second-by-second attention switching between media channels is the norm among younger age groups. Three quarters of teens also keep their mobile phones with them, ready for texts or calls when watching TV, compared to less than one in five over 65s.

There is a large gap between the older and younger generations in terms of how they consume 'old' and 'new' media. 16- 24-year-olds are the heaviest consumers of media, with the total time spent on TV and online (31 hours per week) exceeding the total time spent by those in all other age groups. The relative balance of time for 16-24-year-olds is 44% spent online versus 56% watching TV. Interestingly, though, when looking at who is watching more than 15 hours of TV during the course of an average week, the 16-24-year-olds come in at the bottom in comparison with older age groups.

Young consumers (aged 16-24) display four interconnected habits that seem likely to shape their use of media, and purchasing habits, long into the future. * They feel time-starved. They manage their attention ruthlessly - almost by the second. * They organise their lives using rapid and deliberate 'mode switching'. * They constantly refer to the social network provided by their peers. * They have a voracious appetite for information if it's relevant and useful.