The “Average” media consumer strikes back

From Ad Age:

While marketing prognosticators and technophiles rush into the future, raving about the next big content delivery system or ad model, the fact is most Americans — notably adults with steady incomes — still get their content the old-fashioned way.

Some very important points in this article which highlight what we should really know anyway: Change occurs at the margin and rarely overnight. That is not the same as saying things aren’t changing. And it should not be the same as saying “don’t sweat the change.”

For example, the article notes that 22% of American adults read blogs. That’s more than one in five!

The article goes on to discuss a Magid study (that will be presented at the fall NAB):

While higher numbers of preteens and teens do flock to the web, according to a study by Frank N. Magid Associates, 66% claim they never watch video online and 41% never listen to or download free music online. Sixty-nine percent never use social-networking sites, 71% have never posted a comment on a blog….

That means, if I can translate, that 34% DO watch video online and 59% DO listen to or download free music online. 31% DO use social networking sites and 29% HAVE posted comments on a blog. Pretty amazing stats for diversions that didn’t exist just a few years ago.

So the bottom line is this: Lots of people – LOTS – have no particular need or affection for some of the media tools which could empower them. Some people are, quite frankly, happy and busy. We would be foolish to imagine that these folks want to run their lives from their iPods.

But at the same time, there is a very strong undercurrent of change and many people marching to the beat of an all-new drummer.

Don’t rest on your laurels.

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