Nielsen research; internet slashes TV figures
E-learning relies on familiarity with, and heavy use
of, the internet. “Used to be that TV was the answer. The
only problem is that it stopped working around 1997” said
the President for Proctor and Gamble in the US. His point, repeated
by other business luminaries in Coca Cola and General Motors, is
that the key audiences for advertising are fleeing TV for the net.
Nielsen Media Research the world’s primary source
of research into viewing habits has shown that young adult males
(18-34) are :
- watching 12% less TV than last year
- fleeing TV for the internet and gaming
The UCLA internet project that does statistical analysis on internet
use has also found that:
- internet users consistently watch less TV than other people
- more than 5 hours less every week
- this is true for every age group in every country studied
Young men happen to be at the forefront of this revolution, but
the trend is more widespread. And if you’re interested in
the demographic categories here’s the new terms:
1. Baby boomers
2. Generation X (see Bruce Tulgan’s Managing Generation
X)
3. Millenials (Born between 1980 and 2000)
These new Millenial employees are sociable, optimistic, talented,
well-educated, collaborative, open-minded, influential, and achievement-oriented.
They’re also scarily connected and digital in outlook. For
a brilliant essay and insight into this group see:
http://www.generationsatwork.com/articles/millenials.htm
In fact the leisure picture is getting more complex. One focus
group uncovered an internet user that had a mirror above his PC
so that he could watch television! It is not uncommon for Millenials
to do homework while listening to music, being online, watching
TV and on the phone at the same time.
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