The group has been the subject of intense scrutiny by media buyers and planners ever since Nielsen Media Research's September 2003 TV ratings showed an alarming drop in the number of 18- to 34-year-old men watching network television. At the same time, a collaborative report released by the Online Publishers Association (OPA) and comScore Networks, Inc. found that 18 to 34 year-olds were the most connected age group, spending more time online and accounting for more page views.

Representing 24 percent of the U.S. population, 18 to 34 year-olds account for 34 percent of Internet users - a whopping 73 percent are online. Neither do they limit surfing to home, work and school. They are the group most likely to access from a friend or relative's home, library, cyber café, cell phone or PDA - a perpetual need to be connected.

What does this mean for marketers? Just that the rules of engagement are changing. This group views the Web and email as traditional forms of media and uses them as primary sources of entertainment and information. Newspaper readership among the group is plummeting, but not so the online editions that can be tailored to their specific interests.

The more you can make your message personally relevant to them and deliver over their channels, the better you'll succeed.