USA: media consumers shifting to "non-traditional" platforms
Posted by Bertrand Pecquerie on October 5, 2006 at 4:37 PM
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". A younger, tech-savvy segment is adopting new media platforms, with the 16-34 age group leading the way in socializing.
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". A younger, tech-savvy segment is adopting new media platforms, with the 16-34 age group leading the way in socializing.
The findings include:
- The age group 16-34 is 25 per cent more likely than ages 35-49 to use instant messenger, with over 75 per cent of ages 16-34 currently using at least one service.
- About 40 per cent aged 16-34 belong to a social network site; this is twice the percentage of 35-49 year olds.
- Nearly 40 per cent of those aged 16-34 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 ages 16-34.
- This is followed closely behind by social networking site Myspace.com with 43 per cent of 16-34s being current users. In comparison, only 16 per cent of 35-49s are using Myspace.
David Cohen, Universal McCann executive vice-president and US 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."
The younger set has adopted many of these emerging technologies at a faster rate with three out of four of the 16-34 heavy internet users currently using instant messenger. Additionally, there are twice as many 16-34s visiting social networking sites than those 35-49.
Other findings include:
- 71 per cent of the 16-34 year olds have participated in a blogging activity.
- The 16-34s are three times more likely (25 per cent) than those 35-49 to manage and/or write their own blog.
- While personal and family/friend are the most common types of blogs among the younger group, more than 40 per cent are developing photo and pop culture (music/film) blogs as well.
- One third of 16-34s have participated in peer-to-peer file sharing compared with just 12 per cent of those 35-49.
- Thus far, just 10 per cent of 16-34 year old heavy internet users say they have used IPTV and only 14 per cent have used voice over internet protocol.
- When asked which information source they would miss the most, television came out on top, with 27 per cent of 16-34s and 29 per cent of 35-49s saying they would miss this medium
There are still low levels of usage and intention to use RSS feeds, with nearly half of our sample unaware of what they are.
The complete report with charts can be accessed here.
Center for Media Research, USA
- The age group 16-34 is 25 per cent more likely than ages 35-49 to use instant messenger, with over 75 per cent of ages 16-34 currently using at least one service.
- About 40 per cent aged 16-34 belong to a social network site; this is twice the percentage of 35-49 year olds.
- Nearly 40 per cent of those aged 16-34 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 ages 16-34.
- This is followed closely behind by social networking site Myspace.com with 43 per cent of 16-34s being current users. In comparison, only 16 per cent of 35-49s are using Myspace.
David Cohen, Universal McCann executive vice-president and US 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."
The younger set has adopted many of these emerging technologies at a faster rate with three out of four of the 16-34 heavy internet users currently using instant messenger. Additionally, there are twice as many 16-34s visiting social networking sites than those 35-49.
Other findings include:
- 71 per cent of the 16-34 year olds have participated in a blogging activity.
- The 16-34s are three times more likely (25 per cent) than those 35-49 to manage and/or write their own blog.
- While personal and family/friend are the most common types of blogs among the younger group, more than 40 per cent are developing photo and pop culture (music/film) blogs as well.
- One third of 16-34s have participated in peer-to-peer file sharing compared with just 12 per cent of those 35-49.
- Thus far, just 10 per cent of 16-34 year old heavy internet users say they have used IPTV and only 14 per cent have used voice over internet protocol.
- When asked which information source they would miss the most, television came out on top, with 27 per cent of 16-34s and 29 per cent of 35-49s saying they would miss this medium
There are still low levels of usage and intention to use RSS feeds, with nearly half of our sample unaware of what they are.
The complete report with charts can be accessed here.
Center for Media Research, USA
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