In the 1960s, television and FM radio launched a generation of youth bent on creating new forms of community and self-expression, forcing advertisers and marketers to adapt. According to an in-depth study of 13-24 year olds in 11 countries titled, "Truly, Madly, Deeply Engaged: Global Youth, Media and Technology," released today by Yahoo! Inc. (Nasdaq:YHOO), a leading global Internet company, and OMD Worldwide, one of the world's foremost leaders in communications, in the 21st century, youth's use of interactive and wireless technologies has created a global generation highly accustomed to personalizing their experiences with interactive media. This so-called "My Media Generation," driven by a desire to personalize their media, has given rise to very different attitudes and responses toward advertising and marketing messages. The results will be released today at Yahoo! and OMD's event for marketers at the Reuters Building in New York as part of Advertising Week 2005.
Like the youth celebrated in The Who's classic song "My Generation," the "My Media Generation" is highly motivated by the need for community and self-expression. But the Internet, mobile phones, and the availability of digital music have allowed that community to go global for the first time.
What really sets today's youth apart is the expectation that they can customize and personalize everything in their world and daily experiences in ways previous generations never could. From individual playlists on MP3 players to personalized avatar wardrobes on instant messaging programs, to wallpaper and ring tones on mobile phones, the My Media Generation demands products and services that suit their moods and desires. And, they will actively search for, modify, or create their own tailored products and services. As one study participant put it: "Using an Avatar, you can express your mood to other people and what you feel at that moment."
"We've moved from broadcasting to podcasting in just a short period of time," says Wenda Harris Millard, chief sales officer, Yahoo!. "The My Media Generation increasingly filters the flow of advertising messages -- letting in only those that are relevant, entertaining, or delivering value. While that raises serious challenges for marketers, it also brings the promise of new, more powerful channels for reaching youth and having them willingly and enthusiastically engage with brands."
The study showed that as advertising channels become more personal, receptivity to seeing or hearing advertising through that channel decreases. Advertising in traditional media is generally considered more acceptable to youth than advertising in new media channels. However, receptivity to advertising via "their" media (established media), vs. "our" media (the Web) vs. "my" medium (personal devices) varies considerably by country. In fact, in some countries, receptivity to advertising in new media is higher than receptivity to advertising in some traditional media outlets. Sixty three percent of Indian youth agree that it is okay to see advertising on web sites, while only half (51 percent - 52 percent) found advertising acceptable on outdoor, movie theaters or radio.
Multitasking and "Media Meshing"
The study has also revealed that members of the My Media Generation have developed an immense capacity to multitask.
"A key finding from this study is that members of the My Media Generation can fit up to 44 hours of activities in just one day," said Joe Uva, president and CEO, OMD Worldwide. "Their ability to perform up to three tasks simultaneously, using multiple technologies, allows them to potentially increase their media consumption during their average waking hours. Combine this with the demand for personalization, and there's a clear message for marketers on the need to personalize and possibly increase the frequency of their messages in order to reach today's youth."
According to the study, on average the global My Media Generation performs approximately three to four other tasks while surfing the Internet and approximately two to three other tasks while watching television. Young people who live in Mexico, the United Kingdom, Germany, and Australia perform the highest number of other activities while surfing the Internet.
Globally, the My Media Generation finds itself faced with more tasks than time to accomplish them -- on a daily basis -- and, as a result, has become highly adept at multitasking and "media meshing."
Media meshing is a behavioral phenomenon that occurs when people begin an experience in one medium, such as watching television, then shift to another, such as surfing the Internet, and maybe even a third, such as listening to music. The explanation for this behavior is the constant search for complementary information, different perspectives, and even emotional fulfillment.
http://us.i1.yimg.com/us.yimg.com/i/adv/tmde_05/truly_madly_final_booklet.pdf
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