If we compare the number of hours spent on broadband, internet, and any digital medium (Ipad, smartphone, musicplayer), it's usually the GenY that is the torchbearer. They lead the way for GenX. That's the reason most of the music downloaded by websites, influence the local music stars, to organize concerts, and celebrate with the college folks, and youth. Trends set on Facebook create talking points, word of mouth, and make people look at a new brand page, consumer, or an idea. Happiness Index, and Brand Coca-Cola that you press to refresh, and pause.
Nielsen media index shows that time spent on internet grew the most over last five years. It's been a 63% increase in the internet medium. An average consumer spends 2.6 hours on internet today compared to 1.6 five years back. However- consumers still spend 0.6 hours reading news, and 3.7 hours watching television. If we link that to the advertising growth rates, there is a slowdown across major markets. That means even though digital, or internet consumption has increased in the last five years, it has not translated into higher online advertising, or more money for Google, Yahoo, MSN, or Baidu. What does that mean- a confused GenY consumer who is setting new trends, and then not moving up the consuming funnel. Or a confused brander who is launching new ideas, and then not allocating money to make them magical. Eitherways- it's often said if we throw peanuts, we get monkeys. They do a nice jig, and then go back to the forests. Who stays in the urban jungle is influenced by how sophisticated are consumers, and branders to make digital a form of the curriculam , and education for those who would like to follow music, or be part of information age, and not accept any kind of ambiguity. That's the reason there can be ways in which people need to create habit around digital snacking- How much people use internet, How they use internet, What they use internet for
The best example would be the way internet is being used to create 'Anna Hazare'movement in India, or to get votes for the 'Obama Campaign' Those may look like political movements but they are surveys done to educate students, and users about using the platform to spread a cause, a message or make people conscious of their duties.
