The future of media consumption (and why you can’t trust averages)

The general patterns of our research support what people are seeing and saying about, for example, the rise of social media, the rise of mobile, and that people are using voice less. But certain groups are using it a lot less — and that phrase, ‘the future is already here, it’s just unevenly distributed,’ applies. If you look closely at the youth segment, they are already quite different than the rest of us.

– Researcher Ewan Duncan speaks to MediaPost on the digital divide