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BizReport : Internet : April 11, 2012

Young consumers switch between media platforms every two minutes

New research reveals that young consumers, or "Digital Natives", switch between media platforms as much as 27 times each non-working hour, or about once every two minutes, providing marketers with a new challenge.

by Helen Leggatt

"Digital Immigrants", those of us who grew up with older media such as TV, print and radio, switch media platforms around 17 times per non-working hour, found the study "A Biometric Day in the Life", commissioned by Time Warner's Time Inc. and conducted by Innerscope Research.

Younger consumers in their 20s, dubbed "Digital Natives", were found to switch media platforms far more. Surrounded by a choice of TV, tablets, magazines, smartphones and Internet, this group switched media platforms 27 times per hour, or about once every two minutes. That's 35% more than Digital Immigrants.

And Digital Natives are rarely more than an arm's length away from their devices, making switching platforms even easier. Over two-thirds take their devices with them from room to room while at home, compared to 41% of Digital Immigrants.

Additionally, over half (54%) of Digital Natives prefer texting people rather than talking to them, compared with 28% of Digital Immigrants.

The study suggests it could become difficult for marketers to keep up with young technology users as they "snack" on content rather than immerse themselves in it.
Innerscope Research CEO Carl Marci says the study implies that "the creative bar is set higher" for advertisers who will have a shorter timescale in which to grab consumers' attention.

"This study strongly suggests a transformation in the time spent, patterns of visual attention and emotional consequences of modern media consumption that is rewiring the brains of a generation of Americans like never before," said Marci.

Tags: media consumption, media use, mobile marketing, online marketing, smartphone, technology use, television, young consumer

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