Think you've wrapped your arms around the digerati demographics? Think the 13- to 34-year-old demographic controls the majority of media consumption and technology know-how? Think again.
A Weber Shandwick survey timed around the release of its interactive "screengrab" media unit revealed that mothers, school-aged children, baby boomers and seniors (ages 65+) are heavy users of technology. Among the findings:
- Four out of 10 surveyed mothers own and use a portable gaming device;
- 25% of these mothers spend up to five hours a week using the device;
- 25% of seniors expect to spend more time using computers and cell phones in the next five years;
- Baby boomers use cell phones, laptops and gaming consoles wherever they go; and,
- 33% of mothers check a company Web site after seeing an advertisement on television.
"The screen, whether it is a mobile phone, MP3 player, laptop, gaming console, TV or traditional movie theater screen, is the window to every consumer in the rapidly shifting world of technology and media," says B. Bonin Bough, executive vice president of screengrab. "Data suggest that those marketers and communicators who are focusing on one or two screens, or creating siloed programs for individual screens, may be diluting their impact."