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	July 25, 2008 Benchmark 2008: The Net Challenges Traditional Media For Young Eyeballs North American Consumer Technographics by James L. McQuivey, Ph.D. with Charles S. Golvin, Remy Fiorentino, Dan Wilkos

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Executive Summary

The total time spent consuming media does not vary significantly across generations, but with younger adults spending more and more of that time online, it's clear that entertainment consumption is evolving — to the detriment of offline media companies. These brands are losing their viewers' attention to online content providers and social networks — more Gen Yers visit YouTube each week than watch MTV. Although TV still dominates most adults' media use, its lead is quite narrow among younger generations. TV networks and other traditional media companies seek to leverage their brands online, converting passive viewers or readers into engaged multichannel users. But to date, few companies have made significant inroads online.

TABLE OF CONTENTS

• Broadcasters Fight To Retain Viewers Between TV And The Monitor
  • Welcome To Gen Y's Multichannel World
• Supplemental Material

This is an excerpt

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