The study, which is derived from KN's MultiMedia Mentor service, a single-source sample that tracks how consumers use eight key media, found that the impact of social and mobile media was most pronounced among older adults - people age 35 to 64 - who can spend nearly three hours more daily consuming media than the general population (see table below).
KN said differences were also found among younger adults - age 18 to 34 - but were not as pronounced as the affect on older adults.
"For young adults, cell phones and the Internet are often a way of life - so their use of mobile and social media is more pervasive and natural," stated Robert DeFelice, vice president-client service at KN,who previewed the findings during a KN conference about cross-media measurement in New York on Wednesday. "But older adults have come to digital media late in the game - so there is a more pronounced divide between those who make extensive use of digital media and those who just dabble. We also see that these digital media users are more likely to be 'creating' media time by using TV and the Internet simultaneously - which, of course, creates a host of opportunities for synergy between these two platforms."
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Mobile & social media users, ages 35 to 64:
Dramatic differences in overall media time
| General population | Social media users (“yesterday”) | Mobile media users (“yesterday”) |
Time spent with media (average day) | 11 hours, | 13 hours, | 14 hours, |
Time above | -- | 2 hours, | 2 hours, |
Source: Knowledge Networks' MultiMedia Mentor.
The title of this article does not seem to align with the content. The content seems to indicate that there is simply a higher media consumption among those adults who also consumer social and mobile. However, it does NOT indicate that for those adults, it was INCREASED DIRECTLY as a result of their consumption of mobile/social. As such, I'm not seeing the cause and effect correlation that is indicated by the story headline.