Men Quicker to Drop Traditional Media, According to Recent Study

A few months ago we introduced you to Marketing Charts, a go-to resource for all kinds of marketing data.

In that post, we mentioned a study by TargetCast tcm that Marketing Charts featured, the results of which suggested that men are more likely to ditch traditional media in favor of digital. According to the consumer trend study, “men are more likely than women to say that the Internet has replaced their need to read printed newspapers and magazines, and also more likely to be willing to pay for a subscription to an online newspaper or for a service to watch online TV with limited ads.”

Perhaps it’s this study that Hulu’s banking on to keep its business model alive when it goes green (as in pay-per-view) next year. But we digress.

The study goes on to detail how engagement in both traditional and digital media differs by gender as well. “Overall, men generally are more willing than women to adapt their usage habits to incorporate more digital and online platforms as replacements for traditional media,” claims the article on “In addition to increased willingness to trade in traditional newspapers, magazines and TV for digital, 34% of men – compared with just 23% of women – say radio is not as relevant to them today because there are so many other sources for music.”

The difference, however, is not limited to gender. There’s an age gap also – specifically between ages 18 to 34 and 35 and older. The study reveals that:

  • Adults ages 18-34 are more likely to have replaced newspapers and magazines with internet content, while adults older than 25 are more likely to consider magazines and newspapers as valuable sources of information.
  • Adults ages 18-24 are more likely to say radio is not as relevant and that they prefer reading magazines online. This age group also indicates they don’t mind watching ads when watching TV programs online.
  • Adults aged 18-34 are more likely than other consumer groups to consider advertising on the internet influential in their purchase decisions.

See both charts after the jump. targetcast-ad-attentiveness-purchase-influence-newspapers-tv-strongest-october-2009 targetcst-men-more-likely-women-replace-newspaper-digital-october-2009

The study surveyed 895 adults between ages 18 and 64 in September of this year. The goal was to observe current and projected consumer attitudes, perceptions and usage of mass media relative to reported past and future behavior.

What do you think? Do you agree with the TargetCast tcm survey? Do you feel like men are more likely to move from traditional media to digital media faster than women? Or do you think that we’re all changing our media consumption habits at the same rate? And what does the future hold for traditional media – is it on its way out all together? Let us know what you think below.


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