BIGresearch, an Ohio based research company, has studied 14,000 consumers and their media influencers. Their press release provides a summary of their findings. Here’s a great quote:
“The 18-24 year olds are digital nomads who have adopted new media more readily than any other age group,†said Joe Pilotta, PhD, BIGresearch’s VP of research. “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,†said Pilotta.
No surprise. Good size survey and interesting data. This key consider group is mobile and content hungry but not bricks and mortar loyal.
I wonder how many such studies need to be undertaken before small business owners in the firing line of changes coming as a result of these trends act on their own business plans.
Whereas I can see regular activity from publishers in response to consumer, technology and societal changes, newsagents, who rely on newspapers and magazines for more than 50% of their sales, are not responding in a business planning sense.