A new survey by radio market researcher Bridge Ratings underscores that 20- and 30-somethings aren’t the only ones wandering off the reservation of traditional media. Check out this chart, which shows the fastest-growing media types among adults 43 to 61 years old (the blue lines indicate media forms being used more than they were six months ago):

Biggest gainers: computers, internet and cellphones. Newspapers, books and music are down a bit, while magazines are holding their own. Bridge also goes into a great deal of detail about how Boomers still love radio - no surprise there.

As we’ve noted before, it’s a mistake to think Boomers only use legacy media. Yes, they are the sweet spot for traditional channels like newspapers and televsion, but they’re just a step or two behind the millenials when it comes to picking up the new stuff.

This entry was posted on Friday, August 24th, 2007 at 4:35 pm and is filed under Media. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.