Universal McCann's new digital divide
The research team at Universal McCann has published a new study, "The New 'Digital Divide', How the New Generation of Digital Consumers are Transforming Mass Communication."
Not the most earth-shattering report, but there are some interesting numbers. The report's key conclusions are:
The emphasis of the report is on the emerging technology gap between the 16-34 age group and the older segments of the population and the younger generation's growing use of non-traditional platforms for entertainment, news, social interactions, shopping, and other daily activities. Highlights include:
- The internet has become a new way to socialize
- Blogging is the "voice" of a new generation
- File-sharing is commonplace and hints at the direction of things to come
- Social interaction is outpacing other emerging media types
- Despite the rapid growth and popularity of online, TV remains popular
Besides typical agency buzzword bingo (like this gem from David Cohen, "Accountable engagement innovation is the battlefield of the 21st century..."), the report is a nice primer for those in need of some good numbers and a snapshot of the market. The PDF is here.
- The age group 16-34 is 25% more likely than ages 35-49 to use instant messenger, with over 75% of ages 16-34 currently using at least one service.
- About 40% age 16-34 belong to a social network site; this is twice the percentage of 35-49 year olds.
- Nearly 40% of are16-34 have met someone face to face after meeting on the Internet.
- Yahoo, AOL and MSN Messenger are among the top Internet services in terms of awareness and use by ages16-34.
- This is followed closely behind by social networking site, Myspace.com with 43% of 16-34's being current users. In comparison, only 16% of 35-49's are using Myspace.
- 71% of the 16-34 year olds have participated in a blogging activity.
- The 16-34's are three times more likely (25%) than those 35-49 to manage and/or write their own blog.
- While personal and family/friend are the most common types of blogs among the younger group, more than 40% are developing photo and pop culture (music/film) blogs as well.
- One third of 16-34's have participated in peer-to-peer file sharing compared to just 12% of those 35-49.
- Thus far, just 10% of 16-34 year old heavy Internet users say they have used IPTV and only 14% have used voice over Internet protocol.
- When asked which information source they would miss the most, television came out on top, with 27% of 16-34's and 29% of 35-49's saying they would miss this medium the most. "Websites" were a close second.
- There are still low levels of usage and intention to use RSS feeds, with nearly half of our sample unaware of what they are.
Technorati Tags: 2.0, research
Tuesday, October 03, 2006