Future Consumer Focus

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The Special Libraries Association (SLA) asked me to contribute some thoughts on the upcoming consumer base in its Future Ready 365 blog, which was good fun as they reach such a diverse set of content buyers (in the form of librarians for corporations, academic institutions, government agencies, non-profits, and other types of libraries) as well as content sellers trying to stay in conversation with these important buyers. From my post on Future Consumer Focus:

“There is certainly a sense that “kids today” read less and that they have short attention spans. However, technology has actually triggered an explosion of media usage among young people in the last five years – so much so that young people spend about 7 1/2 hours a day consuming media, according to a study of 8- to 18-year-olds by the Kaiser Family Foundation. And, while Kaiser reports that print is the only category of media consumption to lose ground among young people, within the print category only newspapers and magazines declined. Book reading held steady over the previous five years and even increased by a few minutes a day over the last decade. (Generation M2: Media in the Lives of 8- to 18-Year-Olds).

Yet despite their content consumption, young people today can be baffling when it comes to understanding how to engage them in your content products and services as they are also notoriously brand-fickle and their attention — while not at all limited in its span — is fractured among multiple delivery devices (often at the same time)…”


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