Market Forces Shaping the Future Media Mix
According to the study, six notable marketplace forces will be the primary drivers behind media and marketing communications spending through 2012:
1. Increasing diversity and growth in the 65+ population segment represent more important influences on consumer discretionary spending and media consumption, including rapid adoption of online activities. As of 2007, 35% of America’s population was part of a minority, which is significantly higher than Canada’s 16%. Aging populations are also a factor, with 12% of North Americans over 65. That figure is expected to increase about one percent per year through 2030. This older group is Internet enabled, with 45% of those aged 75+ actively online and the percentage is steadily increasing (the proportion doubled in just three years).