A new study by Universal McCann, "The New 'Digital Divide', How the New Generation of Digital Consumers are Transforming Mass Communication," concludes that consumers are increasingly relying on non-traditional platforms for entertainment, news, social interactions, shopping, and other daily activities.
The Executive Summary reports that there was a time when music was the great divide between generations. Today, technology has become the source of the "generation gap."
* The age group 16-34 is 25% more likely than ages 35-49 to use instant messenger, with over 75% of ages 16-34 currently using at least one service.
* About 40% age P16-34 belong to a social network site; this is twice the percentage of 35-49 year olds.
* Nearly 40% of are16-34 have met someone face to face after meeting on the Internet.
Yahoo, AOL and MSN Messenger are among the top Internet services in terms of awareness and use by ages16-34.
* This is followed closely behind by social networking site, Myspace.com with 43% of 16-34's being current users. In comparison, only 16% of 35-49's are using Myspace.
David Cohen EVP, U.S. Director of Digital Communications concluded that "there is no doubt that we are moving rapidly from a world of passive receptivity to active engagement. No longer can we simply broadcast our messages to a mass audience and hope that our standard metrics of reach and frequency will guarantee success. Accountable engagement innovation is the battlefield of the 21st century..."
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