Tomorrow's Media Consumption, Today

Want a preview of what media consumption will look like in the future?

In this world of media fragmentation, consumers are adapting and adjusting how and where they consume media. And while there is no denying today's media landscape is a lot different than it was even 5 years ago, it is becoming harder and harder to predict what it will look like in the future.

Which is why this presentation from the Kaiser Family Foundation is so interesting. It provides a fascinating look into the media habits of kids ages 8-18. This group represents tomorrow's target shopper insights and the findings should interest any marketer who wants to be on the leading edge of trends.

Some particularly interesting insights:

We live in a connected world. While not a surprise, it will be interested to watch the changing realities of an "always on" generation.
Mobile will continue to become the primary way media is consumed and shopping is completed.
While the role of a phone is still primarily to connect, what they are connecting to has changed. Talking on the phone is out, accessing content is in. (pg 10)
While total media consumption is up, how the media is consumed represents a significant shift. Media is consumed based on convenience - live events are on the decline as this group accesses what they want when they want. (pg 6 & 12).
71% have a TV in their bedroom (pg 44).
Majority have no rules about the amount of time spend with certain media (pg 45).

The implications of such media consumption will be far reaching, impacting how traditional and retail marketing approach their audience. The implications for your plans today:

1. Understand these new media channels, especially mobile. I wrote a previous post on Integrating Mobile as a helpful reference.
2. Gather better shopper insights. The best way to build relevant marketing is to use relevant insights. Get out, observe, understand and integrate.
3. Begin building an understanding of the new realities surrounding consumer purchase paths. No longer one size fits all, these many paths to purchase require customized, nimble solutions.
4. Test and Learn. There is no better way to learn than from doing. With media, the ability to target and test can be customized based on your budget and needs.
Start futurizing your plans today. At bg, we are equally passionate and curious about how marketing continues to evolve. We would love to put our knowledge to work for your brand.