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Reach and Usage of Digital Media Among Youth

In: Business and Management

Submitted By dhritivora
Words 5069
Pages 21
Introduction: Current Scenario
100 Million Households worldwide own at least one connected TV. 50 % of the world’s population own smart phones, 19% own tablets and almost 80% multitask on these devices while watching TV. And this is just the nascent stage. By 2016, there will be 10 Billion mobile connected devices, almost exceeding the global population of 7.3 billion people. With such numbers in play, it is of supreme importance to reach out to this category of digitalized people.
The time spent on digital media like smartphones, Tablets, Kindles, PlayStations, etc. has increased tremendously. According to our research, almost 56% of people are always connected through the different digital devices they use.
With businesses looking for growth in stagnant economies their gaze turns to digital not just in their home markets, which are becoming more mature and saturated, but they see digital as the obvious route to international expansion and growth. Brand building and differentiation are the top reasons for digital marketing, followed by customer communication and assessment of customer satisfaction of a product, according to a survey of 250 firms with over $500-million in annual revenue by Gartner.

Media consumption has evolved due to increased internet access, the narrowing of the age gap in usage across platforms, and the way geography influences media orientation. By understanding that these seismic shifts reflect an evolving balance of cross -platform media usage, marketers and advertisers can better craft their marketing mix and appeal to more diverse audiences.

Social media has grown by 238% between 2009 and 2012. 42% of adults in a survey conducted by Scarborough agreed that the internet is their main source of entertainment. 14% of adults think social media is important for them to show support of their favourite companies and brands. In fact, in our...

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