Research from EIAA comes to this conclusion.
EIAA research reveals increasing and more sophisticated usage of the Internet among 15-24 year olds. Across Europe, this key target audience is spending almost a quarter of their media time (24%) online, more than reading newspapers (10%) or magazines (8%). In comparison, the average European devotes 20% of their media activity to the Internet. Among 15-24 year olds, TV continues to represent the largest share of media time at 31% with radio just ahead of the Internet on 27%.
This is bad, bad news. One of the simplistic arguments used to justify spend so much money on TV advertising to this group is to compensate for their low TV viewing time. Paradoxically this research could mean there will be even more money spent trying to reach this audience.
Interestingly this research ONLY looked at the 15-24 year olds. It would be interesting to know how these results compared for with those of a 50 Plus audience. Dick Stroud www.20plus30.com
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