Thursday New Tools Feature: The Multi Media

According to a new Deloitte survey on the state of the media, we are now living in a diverse media ecosystem where no one type of media is dominant. Unsurprisingly,

The millennial generation — ages 14 to 25 — is leading this charge now as it accesses content on all sorts of new devices and distribution platforms using a variety of pricing schemes and advertising models. The millennials consume the most media and are more likely to get entertainment from multiple media sources and applications. That’s in contrast to a few decades ago, when media was more expensive and so was consumed most often by older generations with more disposable income...

Millennials are less likely to watch TV or use conventional news sources, and "their preferred way of absorbing content is watching video on the web and handheld devices or listening to music on mobile phones and MP3 music players." The survey also found that "the iPhone has had a big impact on how users communicate, get their news, and entertain themselves. Many young people are using it as a replacement for a laptop." Within the next few years, many more affordable phones will have functionality comparable with the high-end iPhone. 

Along with the Deloitte survey, another just-released study from the Centers for Disease Control and Prevention finds that 18% of households are now cell-phone only, with migration being accelerated by the recession. 

These two studies reinforce NDN's message that understanding and adapting to this new media environment is essential for survival in this political day and age. President-elect Obama's media team understood this, and its "any and all" approach to media, advertising and outreach was in tune with Americans' media consumption. To learn more about how to use these tools effectively, check out our New Politics Institute New Tools campaign, featuring great papers like Go Mobile Now, Buy Cable, Advertise Online, Leverage Social Networks, and Reimagine Video.