Media Habits Are Changing Rapidly For Young Adults Making Targeting More Challenging
Gaming:
Another popular online activity is gaming. According to the report on average a large majority of adults 18-to-24 play games each day with 21% responding they play for 1-2 hours every day. A popular source for gaming is the Amazon owned Twitch, 26% of young adults say they access the live streaming service at least once a week. In addition, gaming sites such as Fortnite have been expanding into other forms of entertainment such as concerts and video.
Moreover, 11% say they listen to podcasts daily and 32% have said they have never listened to a podcast. Furthermore, 22% visit news websites, 17% read at least one magazine weekly and 16% read a printed newspaper. In addition, even before streaming, social media and gaming, young adults were lighter users of traditional media. The survey found 20% of adults 18-to-24 watch 1-2 hours of linear TV each day with 29% not watching any live TV. As for radio, 24% say they listen to radio several times a week and 19% listen daily.
Hence, adults 18-to-24 are digital natives and early adopters of new media opportunities. Younger adults are also fluid in their media consumption as attested by the popularity of TikTok and streaming video while Facebook and linear television has become passé for many., a predictive media analytics company, points out how tough it is to get the 'pulse' of Generation Z given the fragmentated media landscape. She cites the popularity ofa South Korean fictional drama on Netflix.
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