Young people shun use of conventional media, survey says

Advertisers targeting young people could be wasting millions of pounds by using traditional mainstream media, according to new research by MediaVest.

Advertisers targeting young people could be wasting millions of

pounds by using traditional mainstream media, according to new research

by MediaVest.



The study, MediaLinx, concludes that young consumers are becoming

disillusioned with conventional mass media, particularly national

newspapers and ITV, which is described as ’lowest common denominator’

advertising.



Advertisers’ use of mass media as an advertising vehicle is seen as

lacking creative input. Instead, micro media such as the Internet,

postcard advertising and ticket stubs hold credibility with 16- to

24-year-olds.



According to MediaVest’s research and strategy director, Nigel Foote,

this was the most surprising finding to emerge from the study.



’Young people are rejecting mass media, which we spend a lot of our

clients’ money on. Advertisers don’t benefit from the environment of

most conventional offerings when targeting the youth market and we need

to supplement mass media with selected micro media,’ he said.



The study found that young consumers are adopting a self-navigating

attitude to media consumption in a climate of increased media

fragmentation. It surveyed 230 16- to 24-year-olds across the UK.



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