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

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.