O consumo de «novos media» não é feito à custa dos «velhos» (estudo)

«(...) While young people, the 13-to-24 set, do in fact spend more time than older people on the internet and with even newer media such as text messaging, it's not at the expense of traditional media. Rather it comes on top of it, according to a new study by Deloitte & Touche, the management consulting firm. “The evidence tells us that TV usage is not down, it’s slightly up, and radio usage is about flat to slightly down,” says Anthony Kern, deputy managing principal of the technology, media and telecommunications practice at Deloitte. The study found that 48 percent of 13-24s visit a TV web site at least once a week. The one area of traditional media that is in fact suffering is newspapers, where readership among the young is in fact down. The Deloitte study was conducted online by Harrison Group, a research company, with more than 2,200 people. The findings are in line with those from other research in media usage.
A recent Magna Global analysis of Nielsen Media Research data found that TV viewing among kids 2-11 is flat to the same time last year for the broadcast season through mid-February, while viewing is down 1 percent among teens and 1 percent in the 12-34 demographic. By comparison, the percentage of adults 18-49 watching any form of TV on an average night is down 4 percent.  Moreover, radio listening is down slightly among young people but not much more than it is for other age groups. The average quarter-hour rating among teenagers last fall was an 8.7 compared to a 9.2 rating one year earlier, according to Arbitron. Among adults 18-24 the rating dipped to a 13 from a 13.6 rating. The average rating among adults during that time frame fell to a 14.7 from a 14.9 rating.

Among its others findings, Deloitte found that 71 percent of people 13-24--folks it calls Millennials-- still enjoy reading magazines, even though they know they can find the same information online. Of this group, 58 percent say they use magazines to find out what’s cool. “They prefer the [print] magazines because they are highly targeted and they are getting specific information they want, whether it’s fashion, star news or whatever it happens to be,” says Kern. “There is also a group that says ads in magazines are generally more effective than ads on the internet.” That's consistent with another Deloitte finding, that ads in traditional media are effective among all age groups, from 13-year-olds to folks of 75. Says Kern: “A lot of people thought consumers weren't paying attention to traditional media but they are.” One thing the Deloitte study did discern about young people that sets them apart from their elders is their power to influence others by word of mouth in the choice of media outlets and presumably advertised products. This 13-24 demographic tells 18 people on average if they find a web site or television show they enjoy, compared to only 10 people among all survey respondents. “We call that amplification,” says Kern. “Word of mouth and viral marketing are very important for this [13-24] age group. They are very fast at communicating. And one of the things they talk about most is TV shows.”»

fonte: «For young folks, old media's still cool», By Kevin Downey, Apr 17, 2007