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Behavioural shifts in target audiences

‘Where can you reach your customer in 2019?’

Throughout the year Outlook Specials address key developments that are transforming the industry.

As consumer spending on media continues to grow towards 2019, we asked nearly 2.000 Dutch consumers from five generations to tell us how they see their future media consumption. At the meta level, different generations of consumers envisage different rates of growth, and there are intriguing differences between them that will interest media companies and advertisers.

This Special looks at behavioural shifts in target audiences and provides in-depth information
on projected consumption patterns of different generations per media content segment (filmed entertainment, music, video games, news, magazines and books) and per media type (i.e. digital versus traditional media). We also highlight key areas of the five fastest-growing and declining content segments and discuss specific differences between male and female consumer spending behaviour.

The three youngest generations in this study – the Technoholics, Digital natives and Digital immigrants – will increase their average spending on media content by between 3,1% and 4,2% per year (CAGR) through 2019. The two youngest generations continue to be attracted by audio-visual content, with more than 80% spending share, while spending on (traditional) written content remains relatively low. For the Baby boomers and the Digitally disengaged, we expect a decline in media content spending over the same period of -1,3% and -2,7% respectively.

All generations are shifting their spending from traditional to digital media types. The speed at which this is happening differs significantly per generation. The younger generations already spend a large portion of their media budget on digital 

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