We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

Tech-Savvy Consumers In Their Twenties Present A Challenge For Marketers

April 9, 2012: 02:00 AM EST
A small study conducted by Innerscope Research provides “directional insight” for marketers into the media viewing patterns of younger technology-savvy consumers. The 30 participants in the study were monitored for 300 hours of non-work time. Consumers in their 20s, dubbed “digital natives,” switch media venues 27 times an hour, or about 13 times during an average half-hour TV show. Older consumers who grew up with old school technologies (“digital immigrants”) switch only 17 times an hour. The lesson for marketers? Young consumers looking for engaging content have short attention spans. They “snack” for short periods of time on different media channels, so marketers need to communicate in short message bits.
Brian Steinberg , "Study: Young Consumers Switch Media 27 Times An Hour", Advertising Age, April 09, 2012, © Crain Communications
Domains
TrendSpotter
Independence & New Living
Individualism & Self-Expression
Innovation & New Business Models
Personal Empowerment & Action
Virtual Life & Technology
Geographies
Worldwide
North America
United States of America
Categories
Consumers
Market News
Marketing & Advertising
Trends
Developed by Yuri Ingultsov Software Lab.