Generation #Hashtag Ascendant: Think Native Digital First [REPORT]
June 4, 2016
By Laurent Colombani and David Sanderson
Media consumers who prefer native digital content now make up nearly half the audience for entertainment in developed markets and more than a third of the audience for publishing and online services. In developing markets, those percentages are slightly lower, but trending in the same direction. These consumers who, regardless of age, favor content and services that have been designed and distributed exclusively through digital (and especially mobile) channels, are transforming not only entertainment but also publishing and services (see Figure 1). Perhaps most important for media companies, a younger cohort among these consumers says that it is increasingly willing to pay for content.
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