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BizReport : Research archives : October 03, 2006

Technology: The New Generation Gap

Remember a time when your parents screamed at you because of your choice of music? It was the generation gap of the past, in the present, technology is the generation gap – and online marketers must figure out new ways to bridge the gap or risk seeing revenues decline.

by Kristina Knight

Universal McCann has released a new study that points to technology as the preferred source of information, entertainment, socializing, shopping and other daily activities. According to the report, the 16-34 age group leads the way for internet socializing.

Social networking sites are an influential platform that more advertisers should take advantage of. The 16-34 age group is 25% more likely to Instant Message, and nearly twice as likely to belong to a social network as 35-49 year olds. According to the report, “Although are not yet bypassing regular media sources in favor of creating, sharing and consuming user generated content, there are significant implications for the advertising industry for future trends.”

There is also a growing thirst for streaming content, whether TV shows, radio programming or new music. Advertisers can best use this platform by creating video, audio and text-based streams to be distributed online.

For advertisers, the greatest potential revenue boost is to integrate new technology within a broader communications context. This way both the younger and older populations will feel comfortable in your online environment.

Tags: 16-34 age group, 35-49 age group, IM, online advertising, social networks

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