A new study by Universal McCann, "The New 'Digital Divide', How the New Generation of Digital Consumers are Transforming Mass Communication," presents how young consumers are increasingly relying on Web2.0 platforms for entertainment, news, social interactions, shopping, and other daily activities.
It is the new digital generation gap, with a tech savvy segment adopting new media platforms, with the 16-34 age group leading the way in socializing:
- The age group 16-34 is 25% more likely than ages 35-49 to use instant messenger, with over 75% of ages 16-34 currently using at least one service.
- About 40% age 16-34 belong to a social network site; this is twice the percentage of 35-49 year olds.
- Nearly 40% of are16-34 have met someone face to face after meeting on the Internet.
- Yahoo, AOL and MSN Messenger are among the top Internet services in terms of awareness and use by ages16-34.
- This is followed closely behind by social networking site, Myspace.com with 43% of 16-34's being current users. In comparison, only 16% of 35-49's are using Myspace.
The major shift is from the world of passive receptivity to active engagement. Other findings include:
- 71% of the 16-34 year olds have participated in a blogging activity.
- The 16-34's are three times more likely (25%) than those 35-49 to manage and/or write their own blog.
- While personal and family/friend are the most common types of blogs among the younger group, more than 40% are developing photo and pop culture (music/film) blogs as well.
- One third of 16-34's have participated in peer-to-peer file sharing compared to just 12% of those 35-49.
For the complete report see: http://universalmccann.com/downloads/papers/The%20New%20Digital%20Divide.pdf