Ofcom’s media consumption report – knowing and engaging your audience

Ofcom’s media consumption report – knowing and engaging your audience

Charlotte Stoel

Charlotte Stoel

OFCOM’s report on media consumption caught my eye for many reasons, in particular the differences in media consumption between older and younger generations. Here are some key stats from the report:

Younger generation:
- Only 19% of 16-24s communicate via email (in sharp contrast to a survey by Beloit College in the US, which found that most ‘kids don’t like email’)
- 29% of their time on the web is spent communicating on social networks

Older generation:
- Half of over 55s consider emails the most important media activity
- A fifth, or 20%, use social networks

More than ever, engaging with your audience means two-way communication. While the over 55s tend to communicate in a more closed environment (i.e. personal email), younger generations are using open networks (for example, Twitter), where companies have the opportunity to engage with them directly.

Going back to an earlier post on brainstorming – knowing your audience and what they read is important, but also knowing where they spend their time online will help shape a successful campaign.

This post was written by Charlotte.

Share this story:

Read more from the blog

Blog

The rise of technology in sport

OFCOM’s report on media consumption caught my eye for many reasons, in particular the differences in media consumption between older and younger generations. Here are some key stats from the report: Younger generation: – Only 19% of 16-24s communicate via email (in sharp contrast to a survey by Beloit College in the US, which found […] ...Read more

Megan Dennison
Megan Dennison
Blog

Communicating in an economic downturn - a delicate matter

OFCOM’s report on media consumption caught my eye for many reasons, in particular the differences in media consumption between older and younger generations. Here are some key stats from the report: Younger generation: – Only 19% of 16-24s communicate via email (in sharp contrast to a survey by Beloit College in the US, which found […] ...Read more

Rebecca Graham
Rebecca Graham
Blog

PR messaging lesson: The power of 'shock value'

OFCOM’s report on media consumption caught my eye for many reasons, in particular the differences in media consumption between older and younger generations. Here are some key stats from the report: Younger generation: – Only 19% of 16-24s communicate via email (in sharp contrast to a survey by Beloit College in the US, which found […] ...Read more

Charlotte Stoel
Charlotte Stoel

Add a comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Is it time to shape your reputation?

We operate in London, Paris and Munich, and have a network of like-minded partners across the globe.

Get in touch

Sign up to Spark, our newsletter

Receive thought pieces from our leadership team, views on the news, tool of the month and light relief for comms folk

You can unsubscribe at any time, please read our privacy policy for more information