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Media Contact in the Era of Mystery Internet – 10th, 20th and 30th Generations

3 minute read | July 2014

A Sunflower anti-black box service trade action reflects the speed and ability of the new generation to use new media. According to Nielsen’s survey data [Figure 1], 64% of respondents aged 12-65 used the Internet yesterday, of which 80% of respondents aged 12-39 used the Internet, and 96% of respondents aged 20-29 were young viewers. What challenges will the high reliance on the Internet bring to other media? Nielsen starts from the 10th, 20th, and 30th generations to observe the media contact in the era of the Internet.

Does TV still have an advantage?  
Yesterday, the contact rate of watching TV was as high as 88% compared with other media. It can be seen that TV still occupies the seat of the most mainstream media, but the proportion of young respondents watching TV is far lower than the overall average. In terms of population distribution structure, 10-39 years old now account for 44% of the population over the age of 4, a slight decline of 3% compared with five years ago, but from the perspective of the proportion of TV viewing population, the proportion of 10-39 years old has dropped significantly. , the current total accounted for 30%.


Compared with the same period in recent years, the viewing performance of all viewers over the age of 4 is flat. Although the average daily audience contact ratio has decreased, the average viewing time per viewer has slightly increased, indicating that the viewers who come in to watch are willing to stay longer. For the 10-19-year-olds, who had the lowest viewing performance, their viewing performance dropped by 13% compared with five years ago. At the same time, the audience ratio and viewing time both declined. – Similar to 19 years old, but the change in viewing time is the least obvious, although the decline in the proportion of audiences aged 30-39 is not as alarming as that of the previous two generations, but the average daily viewing time also fell by 5%. Young TV viewers do tend to lose, but more attention should be paid to the reduction in viewing time of 30-39-year-old viewers, which represents a change in the attractiveness of existing TV content to this group of viewers.

What is the state of newspapers, magazines and radio? 
In addition to TV, the 20-39-year-old group also has a good performance in the contact rate of magazines. The types of magazines I have read in the past month also vary by generation. Although the top rankings are film and television entertainment magazines, there are many differences between the rankings of other types of magazines and the overall ranking. The overall magazines of 12-19 years old The reading rate is low, while language learning and comics are in the top 10, 20-29 years old are more accepting of women’s / fashion magazines, and 30-39 years old are affected by life course, reading in the past month Women’s/Family/Parenting magazines also ranked higher than overall respondents’ magazine type.

Because radio media does not use visuals and is often used as a companion media, listeners aged 12-19 (95% of students) and listeners aged 30-39 (87% of workers) compared with last year’s radio listening performance yesterday There is no reduction in the phenomenon. The influence of the Internet on the radio is reflected in the equipment that listens to the radio. Although the proportion of car audio and general audio/radio is still relatively high, the proportion of young people listening to radio through built-in mobile phones or using the Internet is significantly higher than that of the overall respondents, and the phenomenon of 20-29-year-old listeners listening through the Internet is particularly prominent , the Internet has changed the way young people listen to radio.