Male consumers 'can't live without' PCs

New innovations and high-quality entertainment features on modern laptop and desktop PCs are changing the behavior of young American consumers.

According to a recent study conducted by Metacafe and Frank N. Magid Associates, 68 percent of responding males aged 18 to 34 said they "can't live without" their laptop or desktop PCs, while just 53 percent said the same about their televisions and 39 percent about gaming consoles.

Other survey results indicated that these consumers "can't live without" their computers because they have become accustomed to the format for overall entertainment. When polled about what they consider their primary entertainment medium, just 28 percent named their televisions, compared to 39 percent who cited their laptop or desktop PCs.

"Online video is an increasingly important part of the overall entertainment mix for consumers - especially young male influencers," said Mike Vorhaus, president of Magid Advisors. "We are in the middle of a fundamental change - from a culture in which the television set and TV programming are the de facto standard to one in which computing devices and internet programming are ever more important for 18- to 34-year olds and the advertisers who speak to them."

However, even this new dynamic could be headed for a change, as tablet computer sales - a relatively new market segment - have already begun eating away at laptop and desktop PC sales.