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.
This isn’t a “study.” It’s a bullshit session.
And it’s not “directional insight.”