UK regulator Ofcom’s study of “The Communications Market” shows a radically changing media environment as young adults it calls the “networked generation” accept new technologies. One example: 70 percent of that group has used a social networking site (compared to 40 percent overall) and 20 percent have an online room of their own in the form of a site or blog. Not a great shock, really, to hear that the 16-24 crowd prefers online to tv, radio and print. (The report is broken down by segments here; complete version here. Some other data points from the chock-full study:
— On average in 2005, mobile subs made more calls and sent more texts than they did in 2001; internet users spent almost 20 minutes more time online per week; TV viewers watched for 11 minutes longer; however, over the same period, radio listening fell by 24 minutes.
— Gen N (my term, not theirs) spend on average 21 minutes more online online per week, sends 42 more SMS messages — and spends seven hours a week less watching TV.
— As of March ’06, 18.3 million UK homes subscribed to digital TV services, 11 million homes and small businesses had broadband and 3G had about 5 million subs.
— 10.5 percent of all radio listening is through digital platforms; 133 services with a collective listening share of 2.3 percent are available only through digital radio platforms.
Bonus link: BBCi reports on another UK study that sorts all UK households into digital tribes; researchers from the University of London say each household can be classified by an “e-type” that fits into one of eight groups ranging from e-unengaged to e-experts. People can go online to check their e-status by postal code and can respond to the researchers.
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