Advertising for the future?
Written on May 28, 2007
Deloitte & Touche recently published a report on media habits in the new and coming generations. Does not seem to be any revolutionary new insight here that has not already been covered in blogs or public discussion, but it neatly sums up some implications for where companies should put their advertising budgets. The survey contains information from 2,200 U.S. consumers between the ages of 13 and 75.
Advertising Insights
- 64% tend to pay greater attention to print ads in magazines or newspapers than advertising on the Internet
- More than one-in-four would pay for online content vs. being exposed to ads
- Search engines and word of mouth are the most effective means for driving Web site traffic — 85% of Xers are influenced by someone’s recommendation
- 87% of respondents continually visit the same Web sites
- Generation Xers are a little more responsive to advertising
The respondents were also asked what future products they desire.
Future Products
- 64% want to easily connect their television to the Internet for viewing videos and downloading content to their television
- 60% want the ability to move their content to any device they own without any problems
- 57% want an entertainment and communication device that lets they them do everything
- 49% want a computer or similar device that will be the center of their household media experience
The fascinating part of this data, is that it seems to confirm all the predictions consumers and perhaps the producers have already made on what kind of products will be viable options for the near and coming future. As have been seen many times in the past…will perhaps the competitive advantage in the future be reserved for firms that manage to offer solutions not already on the list?
Photo: freefoto.com
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