- Mintel’s iPhone Generation – UK, November 2009 report shows that over a third of consumers aged 16-24 are classified as Early Adopters of technology, compared to 12% of the total population, and a quarter of this age contingent can be categorised as Techno-Junkies (ie being fully engaged with, and enthusiastic about new technology). Consequently, the pattern of media consumption in consumers aged 16-24 is largely dictated by the pace of technological innovation itself, in addition to the falling costs of these advances.
- Digital technology in particular has played a pivotal role in revolutionising the way in which media are consumed, with dramatic changes to quality and delivery opening the way to a new generation of experiences, devices and applications designed to inform, but more importantly entertain.
- Unafraid of change and eager to push the boundaries, young consumers are more likely than any other age group to adopt and adapt to lifestyle changes that new media bring. With ‘play’ being a core demand in the leisure lifestyles of ‘screenagers’ and young adults, digital development has become the playground of the 16-24-year-old consumer. "
available at http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=503586/display/id=551500?select_section=551501
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