A(nother) harbinger of things to come

There is a tendency among doubters to overlook the pig in the python impact of younger demographics on things Internet. If you’re a doubter, read this segment of an article in Wired on why movie studios are shifting ad monies to online.

…Hollywood is showing increasing sophistication in using the Internet to reach a specific potential audience with a tightly focused pitch — something that’s becoming nearly impossible with network television.

“This is a big topic that is making everyone sweat right now,” said Juliana Deeks, an analyst at Jupiter Media. “It’s an important flag for everyone in the advertising industry, insomuch as it’s indicative of changing habits.”

According to Deeks, one-third of all adults now prefer to get movie reviews and listings online over newspapers, television, magazines and radio. Among younger adults, the numbers are even bigger. Deeks said 47 percent of 18- to 24-year-olds prefer the Web to traditional media for information about movies, versus 33 percent of 35- to 44-year-olds and 24 percent of 45- to 54-year-olds.

“Younger kids have had the Internet as part of their lives for at least half of their lives,” Deeks said.

Pay close attention to the differences in those age groups, because they will change over time, not only as the current crop of 18 to 24-year olds gets older, but as even more young people enter the equation. Judging the future by today is always a dangerous proposition, but it’s especially so when considering the Internet.

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