Young Consumers Mix Media Channels, But TV Still Rules


Young People Turn to Digital Platforms for News, But TV Hangs In: Social networks and smartphones hold a key role in the media and communications habits of young consumers, but traditional channels like TV still have a place, says a study by Credit Suisse.

The financial services company polled 3,000 people aged 16–25 years old in three countries, and found that 73% from the U.S. look to TV to stay informed about daily events, versus 63% in Switzerland and 62% in Brazil. Other findings include:

  • Facebook, Twitter, Orkut and MySpace recorded an average of 56%, with 73% staying informed by these platforms in the U.S., 58% in Brazil and 37% in Switzerland.

  • On average, 39% stay informed by smartphone apps, which beat blogs and web message boards, both with 32%.

  • Reliance on radio for news was at 43% and free newspapers on 45%—just 30% rely on paid-for daily newspapers.

  • 90% of the Swiss panel have Facebook profiles, 85% in Brazil and 75% in America. Some 36% use social media to keep in touch with friends, growing to 45% in Brazil. PRN

Source: Credit Suisse

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.



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