The changing face of the UK media consumer

Looking at the typical daily consumption patterns of consumers personas we identified four consumer generations showing how ubiquitous broadband internet and cheap, desirable smartphones have impacted media habits.

The majority of daily media consumption for those under the age of 30 now involves the handset. For the over 55's smart devices are principally used for communication and linear TV is the backbone of daily consumption. Conversely, smartphone-based, socially curated short form video and music are the basis of entertainment for younger audiences.