Ridiculous Stat o’ the Day (Media Switching Edition)

From our Fun Facts to Know & Dispel desk

The current issue of Advertising Age brings this:

Study: Young Consumers Switch Media 27 Times An Hour

Survey of ‘Digital Natives’ Indicates Brands Must Step Up Creative Game to Hold Their Attention

It’s every advertiser’s worst nightmare: consumers so distracted by a dizzying array of media choices that they no longer notice the commercials supporting them. And its time might be closer than you think.

A recent study found that consumers in their 20s (“digital natives”) switch media venues about 27 times per nonworking hour—the equivalent of more than 13 times during a standard half-hour TV show.

The study of consumer media habits was commissioned by Time Warner’s‘s Time Inc. and conducted by Boston’s Innerscope Research. Though it had only 30 participants, the study offers at least directional insight into a generation that always has a smartphone at arm’s length and flips from a big TV set to a smaller tablet screen and back again at a moment’s notice.

Really?

Thirty participants?

This isn’t a “study.” It’s a bullshit session.

And it’s not “directional insight.”

It’s bullshit.

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6 Responses to Ridiculous Stat o’ the Day (Media Switching Edition)

  1. Bill Schweber says:

    I routinely skip over any story that begins “according to a recent study”, or “according to a new poll” since 99% of them are self-serving, meaningless pap or news filler. And the fact that so many of them get reported is further evidience of how lazy too many so-called journalists really are.

  2. Al says:

    That sounds like the daily “latest health study” stories the media loves to breathlessly report. The sorry thing about them is that they often report conflicting studies days apart without a thought or mention of the differences.

  3. You have to admit, “directional insight” is a great turn of phrase — a new increment on the continuum between “scientifically proven” and “something I just made up.”

    I’ve an acquaintance who serves up a half dozen of these types of “studies” a day, via LinkedIn and Twitter. He’s coming from the “new media investment” side of things; meaning he (and others) are expecting/hoping/prompting companies and investors to act on these “trends” and “insights.”

    Heck, you can probably get a B school degree in it now. “New Media Investment Paradigm Management.” With “management” being a euphemism for, um, bullshit.

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