Commentary

18-24 Year Olds Most Influenced by New Media

18-24 Year Olds Most Influenced by New Media

According to information from BIGresearch's newest Simultaneous Media Survey, when it comes to new media the 18-24 year old age group has cornered the market and complicated most marketing models advertisers use today. When marketers wonder what happened to 18-24 year olds usage of traditional media like TV, the answer is they are early adopters of new media. New media includes internet, picture phones, instant messaging, blogging, cell phones, MP3 players, satellite radio, text messaging, TiVo/Replay and TV and web radio.

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Joe Pilotta, PhD, BIGresearch's  VP of research, said "The  18-24 year olds have adopted new media more readily  than any other age group. Not only do they use new media more, they are influenced by it much more than any other age group when it comes to making purchase decisions. Which says that they have integrated new media in their daily lives."

Percentage of Respondents Who Say New Media Types Influence Purchases For Specified Products

Media

Product

18-24

25-34

35-54

55+

All 18+

Internet

Apparel

17.2%

13.7%

14.1%

11.9%

13.8%

Internet

Car-Truck

13.2%

12.0%

11.1%

7.7%

10.6%

Email

Electronics

20.7%

19.2%

21.3%

17.6%

19.8%

Picture Phones

Apparel

3.5%

2.0%

1.9%

1.9%

2.1%

Instant Messaging

Dining Out

6.2%

3.1%

2.5%

2.1%

3.0%

Blogging

Car-Truck

3.1%

1.7%

1.4%

1.3%

1.7%

Source: BIGresearch, June 2005

The use of new media has a counterintuitive effect among the younger age groups, noted Pilotta. He said "...users of new media are using radio, magazines and  newspapers more, while TV has suffered the overall negative effect. Some new media have more effect on the traditional media than others, e.g. blogging, IPOD/MP3 usage, and text messaging."

Percentage of Respondents  Who Regularly Or Occasionally Use New Media

New Media Usage

18-24

25-34

35-54

55+

Blogs

29.6%

21.7%

15.5%

11.4%

Instant Messaging

79.8%

68.3%

58.1%

43.1%

MP3/IPODS

45.3%

29.9%

17.5%

6.7%

Satellite Radio

12.2%

12.5%

9.5%

5.5%

Picture Phones

30.6%

22.7%

14.1%

5.2%

Text Messaging

58.3%

46.1%

27.6%

8.3%

TiVo/Replay TV

17.0%

21.5%

14.6%

8.3%

Web Radio

44.4%

42.6%

33.0%

13.5%

Source: BIGresearch, June 2005

 

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