It’s no news to us at EBS Marketing, and we’re sure it’s no use to you, that the internet is the domain of the young. It’s the generation who are now in their late teens and early 20’s that grew up with the internet as a part of daily life. This has meant that as online marketing has grown up, it has come to target a young audience. It’s the young who use Facebook, the young who use Twitter and YouTube. Yes, older generations have cottoned onto how useful the internet can be, and there certainly is a strong market there, but it is the young who have transformed the internet into an integral part of their everyday lives.
However what is shocking is how the next generation, those who are just entering their teenage years, are taking this position one step further. It really shows the potential of the market. A new survey released by the ICT2 IT Security Education Group shows how young people’s online behaviour is getting increasingly risky; how they are coming to live their entire lives online and push boundaries in ways that they have never been pushed before. Some of the statistics concern safety on the internet for those aged 9-11, and don’t really concern the online marketing industry, except to perhaps make the argument for tighter regulations.
However, some of the figures revealed are certainly telling. It found that in this age bracket 43% of kids surveyed went online every day, and 46% spent more than two hours online every time they browse. The survey found that 22% browse after 9pm and 7% are still online after midnight. These figures show an emerging market, one who will come to view the internet in a different way than the early 20’s generation. For them, the internet came part way into their childhood – they live with it, but still appreciate traditional forms of advertising. This next generation are largely living their entire lives online.
This shows that online marketing hasn’t even really begun yet. It’s evidently becoming more necessary, since the potential market is only growing. As this market gets older we’ll begin to see, in EBS’ opinion, just how this total immersion into online culture will transform online marketing into the premier form of marketing. We are already beginning to see how this may happen through such mediums as the growth of PPC and social media advertising. From here, with this rising audience, the sky really is the limit and it may even come to the point where other forms of advertising are all but defunct.
At EBS Marketing, we have, over time, come to see a whole industry grow up over the concept of online marketing. However what figures like this are increasingly making clear is that this industry hasn’t even really gotten off the ground yet. As the internet becomes even more integral to daily life, online marketing will grow and come to take on a life of its own. The sky really is the limit and at EBS, we’re excited by what he future may bring!