NY Times: Many people in their 20’s are abandoning traditional media channels, posing a challenge to marketers trying to reach them.
Highlights:
Mr. Hanson almost never buys newspapers or magazines, getting nearly all of his information from the Internet, or from his network of electronic contacts.
“Papers are so clunky and big,” he says. If those words are alarming to old media, they are only the beginning of a larger puzzle for today’s marketers: how to make digital technology their ally as they try to understand and reach an emerging generation.
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Among those with access to the Internet, for instance, e-mail services are as likely to be used by teenagers (89 percent) as by retirees (90 percent), according to Pew researchers. Creating a blog is another matter. Roughly 40 percent of teenage and 20-something Internet users do so, but just 9 percent of 30-somethings. Nearly 80 percent of online teenagers and adults 28 and younger report regularly visiting blogs, compared with just 30 percent of adults 29 to 40. About 44 percent of that older group sends text messages by cellphone, compared with 60 percent of the younger group.