Television networks are slowly waking up to the importance of grown-up viewers as their audiences fragment and decline. They’re affluent and more loyal to legacy media…or so they thought. Turns out adults are getting tougher to reach through traditional channels according to a Multichannel News report. Citing research from Wolf Resource Group, the article notes that adults 25 to 54 spend more time online than do younger demos–even though the kids are thought of as the Internet generation. Other highlights:

• 42 percent of YouTube’s audience is 35 to 54
• 30 percent of Boomers participate in user-generated content–although just 10 percent create content themselves
• Adults age 35 to 49 are the biggest users of digital video recorders–31 percent use them at least once a week, compared with just 26 percent among 18 to 34-year-olds.

Marketers will miss out if they rely only on traditional legacy media to reach lucrative Boomer audiences–especially as younger Boomers edge into the 50+ category.

This entry was posted on Sunday, January 6th, 2008 at 2:05 pm and is filed under Advertising, Marketing, Media, Social Networking, UGC. 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.