Men "go digital" more readily than women do, suggests a new report from the media study firm TargetCast:tcm (linked here in AdWeek). The company also found men more willing to pay for online content, particularly video.
The survey of 895 adults in the U.S. suggests that men are more willing than are women to replace their traditional media consumption with digital technology --- as in, an online newspaper over a print edition.
If there's a silver lining for newspapers, it's that 60 per cent said newspapers need to change to stay relevant --- but a majority of those said they weren't going to abandon them in any event. More than 40 per cent of adults still prefer the print experience, the survey indicated.
The survey of 895 adults in the U.S. suggests that men are more willing than are women to replace their traditional media consumption with digital technology --- as in, an online newspaper over a print edition.
If there's a silver lining for newspapers, it's that 60 per cent said newspapers need to change to stay relevant --- but a majority of those said they weren't going to abandon them in any event. More than 40 per cent of adults still prefer the print experience, the survey indicated.
