This paper from Ball State University is the summary of a media diary study that tracked the experiences of 15 US teenagers in 2007. It’s a fantastic insight into the step-change in media consumption, showing in detail the nature of media saturation and the switching between channels. It provides a snapshot of the explosive growth of influence the web is having in consumer behaviour, and also tracks the changing locations of internet access, clearly showing the importance of media consumption on the move. The academic methodology is reassuring and whatever market you are exploring, this provides a benchmark for the nature of change.
Download ‘media day’ report from Ball State University
If you like this report and want more on consumer behaviour, then try these links:
