Another hour, another study … This time, via ClickZ, it’s a look by Interpublic group’s Universal McCann at web power users that finds, among other points, differences in what age groups do online. The study, called “The New ‘Digital Divide’ How the New Generation of Digital Consumers Are Transforming Mass Communication,” looked at 16-49 year-olds who accessed the internet at least 11 times in seven days. Within the power users:
— More than two-thirds of 16-34 year-olds use IM and 25 percent more likely to do do so than 35-49 year-olds. The Ofcom UK study mentioned last week used a different demo split — 16-24 — when it described the “networked generation” that was having such an impact on the media world. This shows that the intensity of use stretches beyond Gen N.
— One third of the younger group have used P2P — more than twice as many as the 35-49s.
— 71 percent 16-34s are involved with blogs; they’re three times more likely to do so that the next up age bracket.
— Twice as many of the 16-34s belong to a social networking site.
Advertising: I haven’t seen the original yet so not sure how this was framed but the study says more than 80 percent found “value” or considered acceptable — in this order — blog site sponsorships, buttons, Google-sponsored links, RSS ad feeds (remember, these are power users) and banners. Less than 50 percent selected e-mail ads.
— But only 7 percent said they consider blogs their most trusted source for consumer info; equal to radio and outdoor ads.
Related: “Gen N” — As In Network — Radically Changes Media World
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