To communicate with target customers marketing managers must make decisions about which media to use: television, radio, the Internet, magazines, social media, etc. Marketing managers will often keep a close eye on the media habits of their target customers. Media habits usually only modestly change from year-to-year. But the evolution of the Internet has resulted in faster change—especially among younger people.
This article “Have Media Habits Changed Among Millennials and Teens?” eMarketer, June 19, 2017, reports the results of a recent survey of 1173 U.S. Internet users age 13-34. This article compares media usage for teens (age 13-17) and millennials (age 18-34). It also asked questions about how their media usage differed from a year ago.
For companies like Nike that advertises to both teens and Millennials, what are the implications for changing media consumption habits? What media should receive more attention? What media should receive less attention?