Changes in media consumption, and the place certain platforms have in our hearts, are highlighted in a new Ofcom report. For the first time,16-24 year olds say they would miss mobile phones (28%) more than TV (23%), with the internet sitting in the middle of the two as the medium they would miss the most (26%).
A similar trend is visible in the 12-15 age group, with 24% saying they would miss TV the most (the same percentage as the internet) and 26% saying mobile phones would be their most missed medium. TV remains the medium that the general population would miss the most, however the percentage that would miss it has fallen from 50% (in 2009) to 44%.
For marketers, this demonstrates how the younger generations are moving away from TV as a delivery medium and towards other platforms. This doesn’t necessarily mean they are moving away from TV programmes though, as these are now just as easily consumed via the internet, or smartphone, as they are via the box in the corner in the living room.
Indeed, the Ofcom report finds an increase in viewing audio-visual content online, from 32%, in 2009, up to 41% now.
Other findings in the Ofcom survey are:
- 48% of parents with children aged 5-15 who use the internet at home think they know less about the internet than their children do. This rises to 70% of parents of 12-15 year olds.
- 18% of 5-15 year olds own a smartphone, and 16% go online via a games console.
- 41% of 12-15s now access the internet in their bedroom, up from 31 % in 2009.
The press release for the Ofcom report is available from the source link.
Source: Ofcom — Half of parents say they know less about the internet than their children