Question

How to reach people when there seems to be a decline in captive audience and users in the 20s - 30s demographic.

Answer 1

The global shift as to how we communicate with our target audience will continue to change in the years to come with more and more shift towards Digital ad spending. However, to specifically reach people and users in the age group of 20-30s, the following activities could be done –

1.       The dominance of Mobile as a device – the mobile format is increasingly shaping how information or news is being delivered to the masses, especially the audience in the above mentioned desired age group. The time spent on a mobile device is at an all-time high across the globe and is only going to grow in the days to come. All major categories have deployed dedicated teams to target this particular device users through novel tools like push notifications, enhanced app-based interactions or ads specifically tailored for the mobile device.

2.       Social Media cementing its place as a channel – Facebook, Youtube and Instagram combined account for more than 65% contribution of the destination where the current generation learns about new products and information. Snapchat and Twitter have an added presence from the demography in question and is gradually becoming the favorite among half the 20-30s demography concerned.

Additionally, we can look at reducing the time and money spent on TV to reach the desired audience. Traditional TV viewership is on the decline, especially in the mentioned age-group as most of the content they would be interested in is streaming on the internet. A prime example would be the stats which reveal Netflix surpassing cable in its user subscriber reach on 2017. This is where the audience has migrated to, and this where the intended companies should be in some form or the other.