Ketchup

In a really interesting piece of news, it seems that the youth of today is actually not quite as into new technology as you’d first think.  According to a pan-European survey of 18 to 24 year-olds carried out by Synovate, only 11% buy new technology as soon as it’s available. Almost half wait and see what other people make of it before getting their own wallets out.

The survey also highlights the enduring popularity of radio. One third of the sample said they hear most of their new music through the medium, with only 25% hearing it online. Just 14% hear it via music TV.   The computer is now the most popular device for listening to music, identified as such by 81% of those polled. Just over a fifth listens to music on their mobiles.  The amount of downloads (41%) has now overtaken music purchased in shops (33%) in people’s collections, with gig-going becoming what the Aegis research arm called a “surprisingly niche activity”. Forty-three percent of the survey respondents hadn’t been to a gig in the last three months, with another 43% having only been to one or two. Just over half have ever been to a festival.

Brand owners will be pleased to note that those that do attend festivals have a positive attitude to sponsorship - only 3% think an advertiser’s involvement is a negative thing.