“71% of the 16-34 year olds have participated in a blogging activity. The 16-34’s are three times more likely (25%) than those 35-49 to manage and/or write their own blog.”
This, according to the latest study from Universal McCAnn and published by the Center for Media Research: “The New ‘Digital Divide’, How the New Generation of Digital Consumers are Transforming Mass Communication.”
The study looks at interactive usage among various age groups, and finds that younger, more tech-savvy Internet users are using and participating in new forms of media and social networking, including blogging, instant messaging and file sharing, at a much higher rate than those age 34 and older.
David Cohen EVP, U.S. Director of Digital Communications stated “No longer can we simply broadcast our messages to a mass audience and hope that our standard metrics of reach and frequency will guarantee success. Accountable engagement innovation is the battlefield of the 21st century.”
With your blogs, you have made even researchers and social scientists take notice of how social networking and social media tools are changing communication and its effect on everything from trends to market share. Way to go, bloggers!
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