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1、Ageism in MediaOctober 2024Gen ZBoomers20%Pinterest20%70%YouTube50%20%Pandora20%50%Amazon Prime50%54%Facebook62%20%Peacock+20%BackgroundAs media professionals,were always on the hunt for the newest platforms,the hottest trends,the cultural forces at play.And as an industry,we assume these are largel

2、y driven by the youngest generation on the horizon.Yesterday,that was Millennials.Today,its Gen Z.Tomorrow,Gen Alpha.Inherent in this youth-centric approach is the assumption that Americans age out of media.But across so many platforms and properties,we see virtually identical engagement from Gen Z

3、and Boomers.As part of our Connections Series(an ongoing exploration into how media is modernizing and morphing),we sought to reexamine what we think we know about Americans over 55,and design a media experience better suited to the needs of everyone.Usage within the past 30 daysSources:MRI,ComScore

4、3MethodologyTo pressure test our cultural assumptions about age and media,we analyzed 1st and 3rd party data on digital engagement and layered on custom survey data from 1000 Americans ranging in age from 15 to 80+.In this report,we debunk three common myths weve found in our research about how audi

5、ences over 55 engage with media and offer better ways to create resonance across generations.We specifically looked to explore these consumers impact on(1)future business outcomes,(2)digital engagement and(3)culture.Short on time,take a look at our TL;DR wrap-up for the highlights.Myth 1 AudienceFut

6、ure proofing your brand means going all in on Gen Z.The PerceptionIts often Marketing 101 to design for the future consumer.In 2024s case,that means Gen Z.But for many brands,that has come to only mean Gen Z.The idea is that designing for these next-gen(and already current-gen)consumers doesnt alien