Key To Recession Survival: Master Consumer Media Habits

Diane Mermigas writes:

... According to the North American Technologies [Technographics®] Benchmark Survey published by Forrester Research, all adult consumers still devote more than twice as many hours in a typical week watching television as using the Internet.  Gen Yers 18-27 are moving toward parody [parity] in spending as many hours online as watching TV.  But they also spend nearly as much time watching DVDs–a hybrid activity on TVs, PCs and video-game consoles.  It suggests what other surveys also reflect: Young consumers move fluidly from one media-related activity to another (whether interactive or passive) because a screen is a screen is a screen.  ¶  However, as interactivity becomes more pervasive and all of television goes digital in a year, more Boomer consumers will follow suit.  So the increasing interactive attention and spending of consumers ages 42 to 62 is key.  These 78 million Boomers (the single largest demographic segment) already make a healthy showing in an array of interactive activities–from managing and printing personal photos to conducting finance and security checks.  The focus should be on how to increase maturing consumers’ routine use of interactive devises for potentially profitable social networking–e-commerce, entertainment and communications –not a comparison to younger early adopter habits. ...

Link:  MediaPost.  Link and corrections added.  --Dennis