Marketing Cruncher

Sunday, 15 April 2012

The Weekly Stat: Media Switching Among Young Consumers

Digital Natives Switch Media 27 Times An Hour
Source: Innerscope Research

A recent study commissioned by Time Inc. and conducted by media research firm Innerscope Research found that "digital natives" (younger consumers who were basically born using digital technology) switch media venues about 27 times per nonworking hour. With only 30 participants, the study is by no means definitive but its results are interesting nonetheless. As a digital native myself, the results don't seem too far off from personal experience - I do find myself switching between my phone, laptop or iPad numerous times while watching an hour-long show on TV.

Digital natives switch frequently and seamlessly from one screen to another.
Photo by foreverdigital.

What does this mean for marketers competing with consumers' incredibly short attention spans?