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Global youth watch less TV, says WPP media research

MUMBAI: WPP Media worldwide head of consumer insights Sheila Byfield states that the youngsters across the globe are watching less TV. In fact, television, radio and print media are under threat, adds Byfield.

On 24 February 2003, Byfield made a presentation on "reaching the consumers who count" at an event organized by the Advertising Club Bombay and sponsored by The Hindustan Times and ETV Network. Byfield presented some findings from WPP Media's latest tool named 3D to a discerning audience comprising of media and marketing professionals. 3D is an integrated single source data that gets into the consumers' psychographics, demographics and the psychological profile.

It was derived as a result of a global research effort covering a sample size of 80,000 people globally.

Trends amongst the global youth:

New economy brands (msn, aol, yahoo) are becoming popular and have displaced some of the traditional brands which have always been popular. The contemporary youth are different from the previous generation. Despite being different from one another, they are united by common likes and beliefs.

The younger generation today has a passion for brands; love and respect creativity; are difficult to impress; love being singled out by companies which aim to convert them into customers; appreciate the efforts of those companies who have made such efforts.

Preference for Television

Television is under threat. Youngsters are usually light viewers and this phenomenon has remained unchanged. However, youngsters today watch television less than their counterparts in the past. They watch selectively and their favourite programmes are aligned to the globally popular ones. Broadband penetration will increase and draw youngsters away from TV.

Preference for the print media

Print medium is under threat! Magazines are still popular for relaxation but youngsters are reading more magazines online. Traditionally, youngsters haven't read newspapers much; but the usage increase as they grow up. This trend hasn't changed much. Youngsters today are comfortable reading online.

Preference for outdoor medium

The outdoor medium is under threat because marketers haven't exploited it fully. The youngsters have always claimed that the outdoor media has been underutilized by marketers. They love this medium of communication.

Preference for Internet

Internet is not under threat. The net has transformed lives, flexible, updated constantly, easy, fast, cheap and has been appreciated by the youth. Chatting and spreading the word around has been positively received by them. However, they resent pop-up ads and view them as an interference. They feel that banners lack originality. They feel that these online ads are badly targeted. The Internet is all about delivering content.

Preference for cinema

It is not under threat as is still perceived as an efficient medium.

Preference for mobile phones

It is all about entertainment, information and communication. However, text ads must be permission based, relevant and innovative.

Preference for radio

Radio is under threat due to the emergence of web radio, MP3, My radio and demand for personalized content.

A senior corporate executive (from the US-based MIT Massachusetts Lab) once said that one should hire a 10-year to know what is in store for the future. The 3D study confirms the same!

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