April 18, 2012
Young Consumers Switch Media 27 Times An Hour

Young people (digital natives) switch media ‘venues’ about 27 times per nonworking hour - swapping from TV to PC to phone, sometimes using them at the same time.

The study’s findings mean “the [creative] bar is set higher” for advertisers, said Innerscope Research CEO Carl Marci. “I’d be most alarmed about the challenging act of capturing the attention and emotional response of my target audience, because it’s almost like going from shooting fish in a barrel to little minnows,” he said. “The target has become faster, and the window of opportunity for capturing them has become smaller.”