The over-50 generation will continue to nurture and support traditional media, and if anything their loyalty and longevity ought to help ensure survivability and transition. That conclusion comes from an analysis of a further public release of information from last week's massive annual PricewaterhouseCoopers media and entertainment forecast.
The population growth of the older-than-50 cohort will "help sustain traditional formats," the report notes.
For some time demographers have tried to reassure the doomsayers about conventional media. People are living longer, more prosperously, and more leisurely into their 60s, 70s, and 80s. Presumably they will continue to consume through patterns and habits the media they grew old with and be less inclined to adopt new formats.
Unquestionably the growth of sub-30 populations is fueling an enormous rise in new media consumption. But the PwC report indicates a balancing factor is the ongoing support of the older generation.
