Gender and Generational Gap Exists Among Digital Users

A study released this week by media agency TargetCast tcm finds a gender gap between the way men and women adapt to digital and online media as replacements for traditional media. Men are more likely than women to indicate that the Internet has replaced their need to read printed newspapers and magazines. And men are more likely, on average, to be willing to pay for an online subscription to watch TV online with limited advertising.

The study, which looked at consumer media usage in the digital age across a number of categories, also found a generational divide. Adults ages 18-34 are more likely to have replaced newspapers and magazines with digital content than adults older than 25, who are still more likely to consider magazines and newspapers as “valuable sources of information.”

It wasn’t all bad news for print though. While 60 percent of consumers believe that newspapers need to change the most to remain relevant, adults over the age of 35 still consider newspaper advertising to be more influential in determining their purchase decisions. And just 15 percent of all respondents say they prefer to read magazines online.

“… While many may declare print media is dead, our findings show that marketing messages in newspapers and magazines still score well in terms of consumer attentiveness and purchase influence,” said Peter Sedlarcik, SVP, director of insights and analytics for TargetCast tcm.

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Publish date: October 9, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT