Generational differences in media consumption grow wider

The gap between how younger and older generations in the UK are consuming commercial media has increased dramatically over the past five years, according to a new IPA report.

Making sense. The commercial media landscape, based on IPA TouchPoints data, shows that the correlation between the media use of 16-34 year-olds and over-55s, from a time-spent perspective, was 58% in 2015, but this had fallen by more than half to 25% in 2019.

A similar, if less dramatic, decline story is evident when looking at the correlation in the reach of channels, which fell from 44% in 2015 to 35% in 2019.

“Different age groups now have very different patterns of media consumption, and this is likely to persist,” said Les Binet, Group Head of Effectiveness, adam&eveDDB, who provided analysis on the report.


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