Media Habits and Internet Usage Among America's Youth

摘要

The Recruiting Services are taking advantage of the emerging computer technology to reach youth. YATS, with its national reach across American youth, is an obvious platform to measure Internet usage in general, and awareness of the Services' recruiting efforts in particular. Internet questions were first introduced to the YATS in 1996, and modified in 1997. This paper compares youths' exposure to various media, including television, radio and print as well as the Internet. More detailed results on Internet usage show differences from 1996 to 1997, locations from which the Internet is accessed, and access levels to Service Web sites. Estimates and standard errors are presented separately for males and females, and some results are broken out by demographics such as age, race/ethnicity, and school status.