New surveys reported in Media Post Publications and one from Auto Pacific provide a snapshot of where Internet communications appear to be heading. Erik Sass reports in The Social Graf that new findings by Forrester Research, suggest that “while the number of people using social media still may be growing the number of people who are actually creating original content has leveled off in the last few years.”
Forrester classifies only 23% of the U.S. online audience as online creators. The research notes that 15 of the top 20 most-watched videos on You Tube are professionally produced. Sass opines that contrary to early expectations for a flood of user-generated content, the actual number of people who want to be online creators is limited, noting that “the vast majority of blogs are abandoned after a few updates, while 90% of Twitter users are ‘lurkers’ who just like to read what other people post.”
Karlene Lukovitz, reports in Marketing Daily that Gen Y consumers (age 18 to 34) are less likely than consumers age 35 and older to base their actual purchasing decisions on issues they deem important. Instead, according to research by Resonate Networks, they are most likely to buy products that reflect and convey their personal achievement and success to others. According to a national Gen Y survey by Auto Pacific, that means they favor Toyota, Honda, Ford, Chevrolet, Nissan, Hyundai, Volkswagen, Kia, Dodge and Subaru in that order, with newcomers Hyundai and Kia, replacing Mazda and Jeep.
For an even younger generation, participants in Media Magazine’s “Future of Media Forum” focused, for a period according to Joe Mandese, writing for Media Daily, “on the addictive nature with which children consume media, and increasingly, pay for it via premium online distribution platforms.” Mandese reports, the media honchos attending the Forum “all seemed to agree that Millennials do differ from previous generations in that they expect to get their media content on-demand, when and where they want it, and that in many cases, they would pay for it.”
Speaking of paid content, The London Times has lost 4 million readers since going behind a paywall but it is making more money from subscriptions than it did from online advertising when it was free.