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Advertising Age reports on a new study commissioned by Time Inc. and conducted by Innerscope Research indicating that “consumers in their 20s ... switch media venues about 27 times per nonworking hour - the equivalent of more than 13 times during a standard half-hour TV show.”

As the story notes, “The study offers at least directional insight into a generation that always has a smartphone at arm's length and flips from a big TV set to a smaller tablet screen and back again at a moment's notice.”
KC's View:
It does not come as a surprise that people defined as “digital natives” - young people who have grown up in the new media environment - do a lot more media grazing than “digital immigrants,” who “grew up with old-school technologies, such as TV, radio and print, and adapted to newer ones.”

Ad Age notes that this is “every advertiser's worst nightmare: consumers so distracted by a dizzying array of media choices that they no longer notice the commercials supporting them.”

And it also suggests the extent to which all marketers - including retailers and manufacturers - may have to change the ways in which they talk to consumers. With that kind of generational ADD, it means that initiatives will have to be fast, attention-grabbing and highly targeted. Anything extraneous or irrelevant simply won’t be tolerated. And will fail.