NEWS: Young people warm to non-mainstream media, CIA reveals

The growing threat that non-mainstream media poses to traditional advertising was underlined this week by the annual CIA Sensor tracking study of 13,000 people’s attitudes to advertising.

The growing threat that non-mainstream media poses to traditional

advertising was underlined this week by the annual CIA Sensor tracking

study of 13,000 people’s attitudes to advertising.



Young people aged between 15 and 24 are more responsive to below-the-

line marketing than adults and more inclined to adopt new ways of

buying, according to the survey.



Twenty-two per cent of 15- to 24-year-olds said they would buy financial

services from a catalogue, compared with 13 per cent of all adults,

while 32 per cent of the younger group said they would buy electrical

appliances over the phone compared with 18 per cent of older people.



Marco Rimini, CIA Medianetwork’s deputy managing director, commented:

‘What this means for media agencies is that we need to be able to advise

on all areas of media communications. The findings show that we can’t do

more and more of the same advertising in the future.’



The survey findings also show that the number of adults who claim to be

personally familiar with the Internet has doubled from 8 per cent to 15

per cent in the last year.



There is also a strong interest in satellite and cable television, with

14 per cent of respondents saying they intend to subscribe to these

services in the next year.



However, consumers are less keen on seeing more traditional advertising

on these new channels.



One quarter of adults (26 per cent) said they would rather pay a

subscription fee to watch a TV channel without ads than watch a free

channel with commercials. Upmarket ABs (34 per cent) and current cable

and satellite subscribers (30 per cent) are particularly keen on the

subscription idea.



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