One of the striking findings of the new IPA TouchPoints report Making Sense – The commercial media landscape (4th edition) is the changing nature of the relationship between the media consumption habits of 16-34s and people aged 55+, with data indicating some increases in convergence. This is counter to previous TouchPoints data where there have been significant declines in the correlation between the habits of these two audiences. According to the report, this convergence is driven by the fact that 16-34s appear to have reached peak digital penetration and patterns…
Read MoreNew report reveals commercial media usage similarities across generations
