After getting over the shock that a free resource like this exists, I thought it’d be useful to pull out the key findings of this research and highlight some specific consumption habits from each major age group.
Let’s set the scene by looking at the top five overall results by section.
Although the data in this particular chart isn’t particularly earth shattering, it is a good reminder of what brands should keep in mind when developing communications activities that involve social media channels.
The more interesting stuff reveals itself when you start to look at each age group.
55 years and older:
1. Key motivation fact: Using social media to find information on films and music by this age group is significantly less common when compared with the U.K. average. Takeout = Hollywood should stick to more traditional means to reach this age group (for now).
2. Key participation fact: This audience reads blogs much less regularly than the U.K. average, but they like to listen to live online radio and comment on news stories at levels much closer to the national average. Takeout = “Traditional” online media continues to be the most popular form of participation.