The continually evolving Internet habits of just about everyone defy simple categorizations, as these two recent research releases show.
More than Half of Teens are Content Creators Online
The Pew Internet Research project reports that, of the 87% of teens who use the Internet, half are creating things online, like blogs, webpages, posting original artwork or stories on other sites. An amazing 38% of online teens read blogs. About one fifth report having a blog or a web page of their own. Older girls are more likely to have blogs.
Adults and Streaming Video: Show Don't Tell
Grown ups are more likely to watch streaming video, on the other hand:
Contrary to public perception, it's not just 'college kids' or 'bleeding edge' Internet users who are streaming videos. Publishers are using innovative approaches to deliver their content, using high-quality video product clips, music videos, movie trailers, (and) full news broadcasts to engage their consumer. This creates a fantastic opportunity for advertisers to capitalize on what is now a mainstream audience." [Eric Hunter, comScore Networks, who conducted the research]
ComScores's research showed that the 35 -54 age bracket are the most likely to watch streaming video, followed by the 25-34 group. [summarized on the Media Briefing site, free subscription required]
The teen trend is important because it suggests that this group will want to be more fully involved in collaboration to create products and services. They are also savvy to the ways of information technology, so their expectations for how well information should work will be high.
If you want to engage teens, consider how to involve them in a collaborative, co-creative process.
For adults, I see the streaming video as a desire to have denser, richer information that covers a lot of ground quickly, and doesn't require a lot of reading and clicking through. There is so much coming at people now, that communications which can be more friendly and engaging, more human, cut through the noise better. The interesting and informative television or radio advert is a medium this group has grown up with. Hardly surprising that they readily adopt it online.
If you want to engage adults online, think about value added video and audio to enhance your message. Can you show instead of tell?
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