New media: debunking the myths

Purpose - This article describes emerging trends in the usage of new media - internet, mobile broadband, e-commerce, internet-enabled entertainment, social networking and others - and outlines implications for commercial companies seeking to communicate more effectively with their customers and media companies seeking to develop new business models. The article includes the findings from a proprietary survey of new media usage among 2,100 US households.Design methodology approach - In this article, the author leverages the findings from a proprietary survey of new media usage conducted by L.E.K. Consulting. The author then draws strategic implications for both commercial users of new media and media companies themselves.Findings - Key findings from the survey are: new media are not only for the young. In fact, internet users in the 50-64 age demographic spend more time online than the those in the 18-24 age group. Traditional demographic segmentation based on age and income level does not work well to describe new media usage - instead membership in specific technology segments (e.g. "iPhone Nation") - provides a better framework to describe target segments. New media usage has expanded to include all income levels, with almost half of the heaviest new media users reporting incomes below $25,000. Games have become a much more broad-based activity, with almost everyone engaging in some kind of new media gaming activity.Originality value - The key message of this article is that usage of new media have become ubiquitous across all categories of customers. The author provides a range of specific recommendations to help companies embrace this change, identify new untapped opportunities and unlock new value for customers and shareholders.