Marketing - we're not as digital as we think

A quick glance at the Hard Core Digital segment would get the digerati very excited. Here’s a group that watches no traditional television, consumes all its news, and the majority of its music, online, and even does the majority of shopping online. And there’s no doubt it is a growing group. It’s just growing from a very small base.

And here’s the rub: much of the digital marketing activity that we produce as an industry appears to be aimed towards this group, or assume that this group is more significant than it really is.