The network television snack

The time advance is a lot, is the typical sentence have said many grandparents in the last 30 years in many Spanish cities, but conventional wisdom never had much sense as today. Although the change is not for everyone equally. The younger generations prefer to interact to be mere spectators and clearly choose the Internet as a center of entertainment and personal communications with third parties.

According to the Interactive Generation Forum in Spain, my country, 88% of young people between 10 and 18 are considered Internet users and prefer this way before television and phone use. The same happens in other countries. This new scenario makes young people are not content to interact and consume content, but carries the most of the motto of the web2.0, where the user sends. Thus, 40% of our youth has created its own website, blog or photoblog and generates its own content, delivered in a increasingly global society, and simultaneously, consume the third.

We are facing a new generation of social consumption and leisure, where the big hurt is the former king of the house: the television. The Internet is the great enemy of prime time on the strip younger, not so much because it looks through the TV which remains a privileged place in the home, but because their role is often secondary role of background noise and carnival, as our young chat with Messenger, answer emails or interact in social networks.

That's where we found a huge difference with the new generation, so-called digital natives, born in the 80s, young and capable of simultaneous platforms, which are permanently connected and can chat, surf, watch TV and eat or perform some other task simultaneously. We are moving towards a scenario of "total communication" in which our young or already have a smartphone, Blackberry or iPhone type, or will soon have with what the internet will become permanent 24-hour . However, for the television drama would not be such, if these numbers and this trend would not be reflected in the performance of new generations to advertising. Advertisers and agencies are faced with the evidence that the cycle has changed.

The new generations are less capillaries advertising impacts, often because they simply do not pay attention even though they are watching television, because they are interacting with others via Internet. In addition, there is a paradigm shift: The key recommendation of the decision of young people, displacing the advertisement itself and prioritizing the experience of friends and acquaintances in social networks before making the purchase.

All children under 30 years believe that a message received at the hands of an acquaintance in the context of a social network has more value than any traditional advertising momentum. These stimuli not only attract attention but include an implicit recommendation and spark interest. According to a study ZedDigital, two in three people use social networks as a vehicle to talk about brands and products and make comments on them positive or negative.

That, by calculating the millions of users of social networks, makes the user in the best way of promotion and advertising. We can forget the prime time!

Tags: prime time , Internet advertising , television advertising , Social Networks