Media consumption has changed - but who’s measuring it?

By Simon van Wyk

The Age today features an article written by Katie Cincotta called Dude, where’s my audience? on Gen Ys switching off traditional media. In the story Simon comments on how media has changed and how young audiences are skipping the traditional habits of free-to-air TV, live radio and CDs in favour of content they can access anytime, anywhere - courtesy of the internet.

And this any time anywhere model is also much more difficult to measure because it’s more spread out and new habits such as media multi-tasking like keeping one eye on the TV and the other on the laptop have yet to be seriously tracked.

Read the full story in The Age.