Strategies are useless without tactics & tools that meet the demographics

From center of Media Research

Social Networking


The percentage of Americans age 12 and older who have a profile on one or more social networking Web sites has reached 48% of the population in 2010, double the level from two years ago.  The new study reveals that consumer use of social networking sites is not just a youth phenomenon. Personal profile pages are maintained by:

* 78% of teens
* 77% of 18 to 24s
* 65% of 25 to 34s
* 51% 35 to 44s
 
The study also shows that 30% of Americans age 12 and older, who have a profile on at least one social networking Web site, use those sites "several times a day" compared with only 18% one year ago.
 
For the first time, more Americans say the Internet is "most essential" to their lives when given a choice along with television, radio, and newspapers;

* 42% chose the Internet as "most essential"
* 37% select television
* 14% choose radio
* 5% said newspapers
While television still leads among those over the age of 45, Internet dominates among younger persons age 12 to 44.
 
Texting


45% of mobile phone owners age 12 and older text multiple times a day. Other segments texting several times a day:
* 75% of teens
* 76% of persons age 18 to 24
* 63% of 25 to 34s
* 42% of 35 to 44s
* 37% of 45 to 54s