"Digital natives” switch media about 27 times an hour, 30 percent more than older people, also known as “digital immigrants” because they didn’t grow up with the Internet. That's according to a new study commissioned by Time Warner. What does this mean?
“If you have consumers who are snacking on short amounts of time with different types of media channels, we have to think about how to communicate in short, ‘snack-like' bits of messaging,” said Patti Wakeling, global director-media insights at Unilever.
More on the study methodology and analysis here.