Even the best Internet marketing company will definitely find today’s generation of young consumers a challenge. They know what they want and yet they are fickle. And according to a new study called “A Biometric Day in the Life” by Time Warner’s Time Inc. and Innerscope Research, young consumers or digital natives as they are called, switch between media platforms every two minutes.
Two minutes. Wow.
Meanwhile, digital immigrants, or those who grew up with “older media” like print, TV and radio, switch media platforms around 17 times per non-working hour. The digital natives, on the other hand, are bombarded with choices—TV, magazines, smartphones, tablet devices, and of course, Internet. That is why they tend to switch at least 27 times per hour or at least once every two minutes.
The study further revealed that digital natives are rarely more than an arm’s length away from their gadgets so this makes media switching more convenient. Just look at your teenage children to verify this data.
More figures: over two-thirds of those who were surveyed take their devices with them from room to room while at home as compared to 41% of digital immigrants. More than half (54%) of digital natives prefer to text people rather than talk to them as compared to the 28% of digital immigrants who would do the same.
The article from BizReport further suggests that it could be harder for marketers to keep up with the new generation of consumers because they “snack” on content instead of immersing in it. Therefore, given the way young people consume media, the creative bar for witty and effective advertising has been raised.
And it’s a challenge for all online marketers, even for those who claim to be the best Internet marketing company in the industry today.