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..."
THIS BLOG HAS MOVED TO ... - ...the A&O&B website. Link to all our blogs and articles - new and old - here Link to the A&O&B homepage here Thanks!
8 months ago