Understanding media behaviors across generations

In today’s rapidly evolving media landscape, staying ahead of consumer behavior is crucial. A major multi-platform media company with a long-standing presence in traditional media realized it needed to rethink its approach to remain competitive. The challenge was to understand how different generations spend their free time, how they engage with various media platforms, and what their attitudes suggest about future trends.

Magid stepped in with a two-phase research approach that captured real-life actions and attitudes in authentic situations. The study began with participants documenting their media usage in an online diary, offering a detailed look at their decision-making processes, needs, and satisfaction levels. This was followed by focus groups across generations to dig deeper into their behaviors and attitudes, revealing clear distinctions that were then confirmed in a survey.

The results were groundbreaking. The research exposed a paradigm shift, showing that media consumption is no longer just a stage in life but a complex, long-lasting evolution driven by a growing demand for ease, customization, and interaction. Armed with these insights, the media company was able to reframe its strategy to meet the needs of today’s and tomorrow’s audiences.