Internet Use - Teens and Young Adult
Teen & young adult Internet use now exceeds TV time
A significant landmark has been passed, according to a Harris study. The 13-24 demographic, a prime target for many marketers, now spends more time online than with the tube. A good fraction of that TV time is apparently as 'background' while connected to the net.
If you're interested in the marketing and media impact of the net, read the whole thing. All can appreciate the implications of this, however:
Wenda Millard, Yahoo!'s ad sales chief, thought [young people] would have used the Internet more for entertainment instead of information purposes. The findings indicate that they approach the Web with an agenda, making search engines their first
stop.
For marketers whose vocabulary is studded with words like 'compelling' and 'driving' consumers, this is a wake-up call. These aren't sheep, they're hunters. And even if you sell to a different age cohort, these people are headed toward you at one year/year. Better start figuring out how to serve them. [Due Diligence]
2:32:01 PM
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