|
Communiqué de presse - 21 avril 2009 - Mediaedge:cia - Les hommes s'imposent de plus en plus dans les achats de produits ménages
Communiqué de presse - 11 février 2009 - BELGA - Étude B2B Press
Communiqué de presse - 10 décembre 2008 - La Fabrique à Idées
Communiqué de presse - 4 décembre 2008 - Philippe Jacquemin reçoit le Prix Ex-Libris 2008
Roularta Medica leader toutes catégories - Multimed Panel 07-08
Communiqué de presse - 20 mars 2008 - Roularta Media Online & TV
Tyler Brûlé - Nieuwsblad 9 mars
Who Still Reads Magazines? Just About Everybody.
NEW YORK - In an era when new forms of media and technology seem to sprout up almost weekly, you would think that much of it would be embraced by younger consumers. And you would also think the younger digerati would begin to shun some of the more traditional media venues. Turns out that's not entirely so.
As new forms of media consumption, including web surfing, downloading and time-shifted TV viewing gain more of a foothold in the U.S., different generations have begun to form distinct habits. But what's interesting is that both the old and wise and the young at heart are developing some commonalities as well, according to a new study by Deloitte.
The consulting and advisory firm found that every generation -- from young Millennials (ages 13 to 24) to Generation X (25 to 41) to Baby Boomers (42 to 60) and older Matures (61 to 75) -- enjoys reading magazines. Almost three-fourths of all consumers choose to read them even though they can find the same information online. There is also a greater receptivity overall to print ads compared with internet ads, the firm found.
User-generated content
Additionally, about 51% of U.S. consumers are interested in watching and reading content created by others, not just stuff crafted by the big Hollywood companies and TV networks. Boomers and Matures are also taking part in the user-generated-content phenomenon, not just the under-25 crowd, Deloitte found.
The "fascination" with user-generated content potentially "has big impact for a media company and media clients," said Ed Moran, director-product innovation, for Deloitte Services' Technology, Media & Telecommunications group.
The study was conducted among 2,200 U.S consumers online, meaning the surveys could have a bias, since those taking part are predisposed to use technology. Deloitte intends to repeat the survey annually.
Different habits
Distinctive media habits are also emerging among the different age groups. Millennials lead the way in embracing new technologies, games and entertainment platforms, with one in 10 actively uploading their own videos to the internet. While this age group is "on the forefront" of some of the media world's newest developments -- social networks, for one -- it spends less time browsing the web than Boomers or Xers.
Millennials, however, make extensive use of instant-messaging and texting tools, and the group's power to create "amplification" of messages is "enormous," according to Deloitte.
Gen Xers embrace digital video recorders more than other generations and are most likely to visit TV-show sites online.
Boomers remain very dependent on newspapers and spend the most time with local news and weather content. The group does not embrace new media platforms as readily as younger generations. Matures use the web more for personal use than Millennials and are the most frequent online purchasers. They spend the most time with national and world news content as well as financial information.
Good news for the iPhone?
Looking toward the future, Deloitte found that there appears to be significant demand for a portable, stand-alone device that consumers can use to view content as well as communicate with others. The survey found that 39% of consumers want to be able to move their media content to their own devices without any problems, and 34% want a device that will give them the ability to speak to, instant message, text and e-mail anyone. "It would seem to bode well for the iPhone and other smart phones," Mr. Moran said. "It's a strong, strong desire."
Les hauts salaires continuent à lire
Au niveau européen, le comportement de lecture des hauts salaires ne souffre pas d'une utilisation accrue d'Internet. Au contraire: leur 'consommation' de quotidiens et d'hebdomadaires est même en légère augmentation.
Bien que les Européens les mieux payés fassent un usage intensif d'Internet, leur consommation de quotidiens et d'hebdomadaires ne semble pas en pâtir. C'est en tout cas ce qui ressort des chiffres du European Media and Marketing Survey (EMS) d'Interview NSS pour le second semestre de 2006. L 'enquête a été réalisée auprès du top 20 % des ménages européens, sur la base du revenu moyen dans 16 pays. Ceci a fourni une sélection de quelque 40 millions d'Européens avec les salaires les plus élevés, soit 13 % de la population européenne adulte.
De ces 13 %, 23,2 % utilisent Internet comme principale source d'information sur l'actualité. Mais les médias internationaux imprimés tels que le Financial Times, The Economist, Time et Newsweek n'en souffrent pas réellement. Au contraire, ils semblent afficher une diffusion plus élevée que l'année précédente et font partie de la catégorie de ce que l'on appelle les médias “ever read”.
Alan Dunachie, Directeur des Opérations chez The Economist, attribue ceci à la demande croissante de nouvelles internationales. En outre, on constate que dans certaines économies émergentes de plus en plus de personnes à haut salaire lisent des quotidiens et des revues en anglais. Ce sont ces mêmes raisons qui expliquent la popularité constante de chaînes d'informations telles que BBC World, Euronews, Bloomberg, CNBC et CNN. Dans ce contexte, il s'agit principalement d'un comportement média atypique, 'hors domicile', comme on peut l'observer dans les hôtels.
|
