Social media's impact on media consumption trends [report]

One thing that fascinates me as a PR person who works in social media is the ways in which technology is changing our media consumption habits. Which is why I've been poring over the latest Mintel report on the state of the social networking economy. [Disclaimer, Mintel is a 33 Digital client, which is why I've had access to the full report]. 

Mintel's social media report looks at the impact of advertising, user demographics, social networks ranging from Foursquare to Twitter and even Friends Reunited, and interestingly to me, how news consumption habits have changed due to our use of social media.

The research shows that across all age groups, four in ten consumers use social networks to keep up with the latest news, with the expected peak with younger members. 62% of 16-24s cite media consumtion as a reason to use social networks. As Mintel puts it: "the statistics highlight the changing nature of how news is delivered and consumed by the younger generation."

A graphic from the report below shows the skew between younger and older generations. 

The full report is available here - if you use my own Mintel discount code d33 on checkout then 20% off applies. Like I say, 33 Digital represents Mintel, for full disclosure. 

Comments

[Chris Norton]

It amazes me how my use of media has changed from social media and also how attitudes have changed. I remember when it was us techie PRs that were blogging and just talking about it in a small space. Now everyone I meet is an expert and is offering software training. It saddens me a little and makes me focus more on the online PR side as that is where our skills really lie.

[Michelle Goodall]

Drew,

Thanks to you and Mintel for the info. I agree, it's very interesting and helpful.

A question for Mintel and other research agencies that has bugged me for some years. Why does this type of data always bunch those over 55 into such a big demographic group?

A 55 year old's media consumption and use of digital technologies (my brother in law for example) is very different from a 70 year old (such as my aunt).

Surely this kind of age categorisation needs to be challenged as older generations and their consumption and use of the media/web/social media is nuanced and influenced by so many factors.

I'd be interested in your thoughts.