Digital Consumers Part 36

On January 20th this blog carried an article entitled Digital Consumers, an abridged version of which later appeared in the Financial Times.

It made the point that opt-in, whilst currently associated with the web, could be a concept that spreads to other media, as ad-weary consumers use technology to go 'ex-directory'.

Yankelovich, the US research house, has recently published research that would seem to support this idea. The research found that 64 percent of consumers are "pummeled" by ads and 77 percent of TiVo users skip commercials yielding an "opt-out culture."

Digital Consumers power on!