Consumers in their 20s switch media 27 times an hour

London, Tue, 10 Apr 2012 ANI

London, Apr 10 (ANI): The plethoric array of media choices has engrossed twenty-something young consumers so much so that they switch between electronic devices and media platforms every two minutes, according to a new study.

The study, which was commissioned by Time Inc. and conducted by Boston's Innerscope Research, intended to understand the media consumption habits of 'digital natives,' or consumers who grew up with mobile technology, and 'digital immigrants,' consumers who learned to use mobile technology as adults.

The study was the consequence of 300 hours of intensive biometric monitoring and has been billed as a groundbreaking look into technology's affect on attention span.

Study participants, 30 in all, wore glasses with embedded cameras that recorded which medium or platform they were using and for how long during nonworking hours. They also donned biometric belts that monitored their physical responses to content, the Daily Mail reported.

The study found that digital natives switched content 27 times per hour, while their older counterparts changed it up just 17 times. That makes Millennials' appetite for TV, magazine, tablet, smartphone content 35 percent more than digital immigrants.

It was also found that digital natives carry their devices from room to room with them (65 percent vs. 41 percent for digital immigrants), keeping their electronics no more than an arm's length away.

Additionally, over half (54 percent) of digital natives say 'I prefer texting people rather than talking to them' compared with 28 percent of digital immigrants.

The study has some people worried that it will be difficult for advertisers to keep up with the demands of the younger generation.

Innerscope Research CEO Carl Marci insisted that the study implies that 'the creative bar is set higher' for advertisers, which will have a shorter time frame to grab consumers with marketing materials.

"This study strongly suggests a transformation in the time spent, patterns of visual attention and emotional consequences of modern media consumption that is rewiring the brains of a generation of Americans like never before," said Marci.

"In order to keep Digital Natives engaged, content creators and marketers will need to think differently," said Betsy Frank, Chief Research 'n' Insights Officer for Time Inc. (ANI)



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