We’re embracing new media at an increasing rate

Ofcom’s annual communications survey was issued this week...

Some headlines and insights…

- More than 50% of homes now have broadband, with 40% bundling services in (phones etc) from their supplier
- Quid pro quo, people are spending more time on the internet, chatting on mobile phones, and less time watching TV
- Women are the most committed internet users- they account for 55% of internet usage amongst all 25-34 years olds, who are increasingly shopping and socialising online
- However, those 65+ are the heaviest users of the internet-16% spend more than 42 hours online a month

And the choice of Internet, iPods, Gameboys etc show people are embracing high-tech kit. TV, radio and even DVD’s are in decline.

- 15% of people have a Digital Video Recorder (e.g. Skybox) and skip TV ads when watching it
- More than 75% of 11 year olds have their own TV, mobile phone and games console
- 15% of 13-15 year olds and 7% of 10 year olds have their own webcam

I still believe that fundamentally the way individuals select and use media is influenced by age and the technological environment they grew up in-whether you’re a digital native, or digital immigrant. Retail research I've had sight of shows those under 25 shop and search quite differently to those above 25 currently.

The full Ofcom summary is here.