We’ve all heard the phrase, “No one is watching TV any more,” or “No one is reading the newspaper today.”
Well, no one is right. We are in an age of transition and change, and it seems that absolutes make us all feel better. We do have to change with the prevailing winds, but you also have to keep the ship upright and avoid oversteering.
Here’s a chart from people I trust (Nielsen) and who have not been known to provide fake news or worse, fake research. It shows that smartphone usage is growing for 18-24-year-olds. While for people 35+, TV has a healthy advantage. I believe if you look at the spendable income, you will also see that TV has the advantage.
The problem with these kinds of comparisons is that it pits TV against smartphones, and the comparison seems a bit false. So, with this knowledge, does it mean you should be putting more money into web/app advertising or TV advertising? And what do you do with the 25-34-year-olds where the playing field is even?
From my perspective, it means what it always has: You must carefully identify your target audience and you must understand the idiosyncrasies of that audience. In fact, you must also understand so much more than the age of the audience. We spend a lot of time talking about personas with our clients. The fact is that different people need different messaging, no matter if they are 18 or 65.