While media companies may think that the younger generation of consumers, weened on things like bit.torrent and YouTube, aren’t willing to pay for content, that’s not entirely true. What is demanded by new consumers is having their content everywhere, on-demand.
As a group, the young adults spend nearly eight hours a day consuming media, so they’re clearly a ripe audience for marketers. Some advice for reaching them includes the fact that they want instant gratification, whether it’s downloading songs, DVRing TV or looking up info on the Internet. They will also pay when given the right options, such as with iTunes. Finally, the younger generation has grown up with high quality technology, so they demand no less from their digital content.
The full report is available at Ad Age {link no longer active}.
