The age brackets almost all consumer research uses are based on the idea that as people age, their habits change… But when it comes to media consumption in the digital age those stages of life are not the primary drivers of change.
Instead, it is technological innovations – smartphones, tablets, social networks – that are changing behaviour. And crucially, the point at which someone is exposed to those innovations, and adapts their media consumption habits to them, don’t fall into the standard patterns of life that these age brackets are designed to encompass.
Read the full piece at The Media Briefing
