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ZDNet has a story about Deloitte's 17th annual "Digital Media Trends" survey, which "suggests traditional television shows and movies are no longer the only forms of entertainment."

According to the story, "Younger generations, often called Gen Zs and Millennials, are increasingly turning to user-generated content (UGC) -- which relies on unpaid contributors rather than traditional media professionals -- and video games to find personal fulfillment, value, and meaning.

"These younger users are creating a vibrant, immersive, and social tapestry of experiences with UGC, video games, music, and social media all playing significant roles. And that move towards UGC and gaming could have big implications for everyone.

"Deloitte's survey found that about a third (32%) of consumers view online experiences as meaningful substitutes for in-person interactions, with that proportion increasing to 50% among Gen Zs and Millennials. Almost half (48%) of these younger generations engage more with others on social media than in the physical world, and 40% of them socialize more in video games than offline."

KC's View:

I think this survey is instructive for businesses that depend on traditional media to reach younger customers, especially since we've also been having a conversation here about the efficacy of retailers moving away from traditional weekly print ads.

Not only does that shift make sense, but requires companies to find ways to be more customized and personalized in the way they deliver and design those communications.  It seems to me that the shift has to start now.  Wait, and it may give the competition too much of a head start.