Say Media (formely VideoEgg and Six Apart) is releasing today a potentially interesting "Off The Grid" study (see it in my Google Docs) about people who are consuming less live and more streaming and on-demand TV. The study breaks these people down into two groups:
This was an interesting perspective I’d not thought about before. It especially rang true, since as a kid I can remember often being told to “get your head out of that book and go outside to play”. I wonder how many parents say that nowadays.
In words of one syllable, this means that more than half of all prime-time viewers are outside of the advertiser's favourite demographic of 18-49. The medium that has long been synonymous with massive reach is quickly becoming the most efficient way to reach lots of old people!
No great shocks. Bottom line. Web video is mighty important. The more wealthy you are, the better educated you are the more likely you are to watch. No surprise there then. I am surprised at how fast the in propensity to use video (by age) changed in two years.
A few years back, when Sydney & I went to Australia, we arrived at the hotel about noon after a 22 hour trip. We didn't want to go do anything, we just wanted to zone in the room before venturing out. Sydney walked right over to the TV set, picked up the remote and said
The Kaiser Foundation recently released a study documenting the astounding fact that 8-18 year olds in the United States have increased their media use from 8hrs 33 mins per day in 2004 to 10hrs 45 mins in 2009, which means that except for when they sleeping or in school they are almost always consuming media. I call them the 10:45 generation.