Friday, September 30, 2005
Next generation prefers 'net to radio: study
The net is winning over radio with 13 to 24 year olds a study reported on the FMQB site says:
The news release on the study on Business Wire has some interesting notes.
Excerpts from the lengthy release:
There are also more details on Media Daily, which covers the advertising angle.
And there's a new word to learn: "Media meshing is a behavioral phenomenon that occurs when people begin an experience in one medium, such as watching television, then shift to another, such as surfing the Internet, and maybe even a third, such as listening to music. The explanation for this behavior is the constant search for complementary information, different perspectives, and even emotional fulfillment."
So how is CBC going to serve that generation? We're asking the question outside. Are they asking it inside? Or are they following a 1990s speciality channel strategy?
As for "constant search for complementary information, different perspectives, and even emotional fulfillment"--sounds like these young people are going to be great at all aspects of what CBC could do. But I bet they won't stand for casualization, there ain't much fulfillment in being a constant casual.
Technorati tags
radio, journalism, CBC, blog, news, lockout,
CBClockout,Yahoo,
1:04 AM posted by Robin Rowland
Permanent Link
Links to this post
A new study from Yahoo! and OMD Worldwide finds that globally, youths far prefer to get their music fix from the Internet than the radio. The study, entitled "Truly, Madly, Deeply Engaged: Global Youth, Media and Technology," looks at 13-24 year olds in 11 countries and their media habits. The researchers conclude that today's youth expect their media experiences to be highly personalized and tailored to their individual tastes.
The news release on the study on Business Wire has some interesting notes.
Excerpts from the lengthy release:
- "We've moved from broadcasting to podcasting in just a short period of time," says Wenda Harris Millard, chief sales officer, Yahoo!.
- "A key finding from this study is that members of the My Media Generation can fit up to 44 hours of activities in just one day," said Joe Uva, president and CEO, OMD Worldwide. "Their ability to perform up to three tasks simultaneously, using multiple technologies, allows them to potentially increase their media consumption during their average waking hours..."
- Media Freedom. Unlike the old days of waiting for a program or song to "air," young people have taken media programming into their own hands. They aren't abandoning media content by any means, but they are seeking ways to schedule that content to meet their needs. Traditional media networks are giving way to personal networks, informed by blogs and programmed with media from a variety of online and offline sources.
- Information Freedom. News and information have been released from the confines of newspaper, magazines, or TV broadcasts to be available at any time. Also, the advent of blogging means that information content doesn't have to come from media conglomerates, allowing for new voices.
There are also more details on Media Daily, which covers the advertising angle.
And there's a new word to learn: "Media meshing is a behavioral phenomenon that occurs when people begin an experience in one medium, such as watching television, then shift to another, such as surfing the Internet, and maybe even a third, such as listening to music. The explanation for this behavior is the constant search for complementary information, different perspectives, and even emotional fulfillment."
So how is CBC going to serve that generation? We're asking the question outside. Are they asking it inside? Or are they following a 1990s speciality channel strategy?
As for "constant search for complementary information, different perspectives, and even emotional fulfillment"--sounds like these young people are going to be great at all aspects of what CBC could do. But I bet they won't stand for casualization, there ain't much fulfillment in being a constant casual.
Technorati tags
radio, journalism, CBC, blog, news, lockout,
CBClockout,Yahoo,
1:04 AM posted by Robin Rowland
Permanent Link
