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Next-Generation Media Consumers Tougher to Reach

October 28, 2010
  |  2,437 views

Next-generation media consumers, or "Off the Gridders," are young, educated, and affluent, and they spend less time viewing live TV but more time viewing online and time-shifted premium video content, according to a study by SAY Media. Such tech-savvy consumers are also difficult to reach via traditional broadcast media and other broadly targeted ad campaigns.

Off-the-Grid consumers constitute one-third of the online adults in the US, nearly 56 million people, according to the study. Off the Gridders are composed of two segments: "On Demanders" (20% of online adults) and "TV Opt Outs" (13% of online adults).

On Demanders consume more video content weekly than Internet users on average, primarily via time- and device-shifting, but they are the least receptive to TV, online, and mobile ads. For example, 52% of On Demanders say online ads are too long, compared with 42% of all Internet users. Similarly, On Demanders are also more likely to agree there are too many ads for each TV video content segment.

Key characteristics of On Demanders include the following:

  • On Demanders own an average of 5.4 devices for watching video, including their TV and personal computer.
  • 47% subscribe to Netflix, compared with 24% of all Internet users.
  • 40% own video-enabled mobile devices such as smartphones or iPads.

On Demanders are younger than Internet users on average (age 38 vs. age 42), more educated, and affluent—and tend to be influential in their own personal networks. For example, On Demanders who use social media have 245 social media connections on average (Facebook, MySpace, Foursquare, etc.), compared with 201 for all Internet users who use social media.


TV Opt Outs are even younger on average (age 36) and educated: 73% have some college education. 

Below, other findings from the study titled Off the Grid: Marketing to the Next Generation Media Consumer, by SAY Media and IPG Media Lab.


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