Tech Mashup (tech blog)

How are 8-18 year olds consuming media?

By: Tim Coles
By: Tim Coles

I just read an article and power point about how 8 to 18 year olds consume media and its impact. As media transitions to digital formats so shall the eyeballs follow. In the media world it is all about the audience size. The bigger the audience the more you can charge.

I just read an article and power point about how 8 to 18 year olds consume media and its impact.  As media transitions to digital formats so shall the eyeballs follow.  In the media world it is all about the audience size.  The bigger the audience the more you can charge.  To determine audience sizes TV is measured by Neilson, Radio is measured by Arbitron, the news papers measure themselves by the number of papers printed then they multiply that number by and average of 2.1(average number of people who read a single paper, I am not sure where they get this number) and the internet uses various analytics.  The reason I point this out is that all media outlets are trying to figure this age group out.  We want to attract them so we can generate revenue from their viewership. 

 Reading this article the thing that struck me was how severe the use of radio and print is shrank with this age group.  For instance the average 8 to 18 year old spent 2 hours and 31 minutes listening to music/audio and they got 64% of their audio/music from cell phones, iPods and computers.  CD’s made up 12% of the music consumed and Radio made 23% of music consumed.  That means radio stations do not reach 77% of this age group.  As an advertiser I would look elsewhere to reach this demographic.  Newspapers were worse with the 8 to 18 year olds only spending 38 minutes in a typical day with print media.  Newspapers only garnered 23% of the 38 minutes which translates to 8 minutes and 45 seconds.  The rest of the time spent reading was with either books (47%) or magazines (35%).  Once again as an advertiser I would spend my ad budget elsewhere to reach this audience?  This is important because 8 to 18 year olds are one of the hardest groups for advertisers to get in front of and they have money to spend.  To find out more here is a link to the article from Business Insider;

http://www.businessinsider.com/media-use-by-8-18-year-olds

Here is a link to the Power Point Presentation from the Kaiser Family Foundation the article references;
http://www.kff.org/entmedia/upload/mh012010presentL.pdf

The big winners with this group were TV and Internet.  TV usage by 8 to 18 year olds was 4 hours and 29 minutes.  The average teenager spent 1 hour and 29 minutes in a typical day on the computer, primarily accessing the internet with 25% of that time going to social networking sites.  How are reaching this group? 

This is Tim Coles and you have had your Technology sermon.  Comment below or email me at tcoles@wkyt.com.

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