Saturday 12th March, 2011
9:30am to 10:30am
With the plethora of niche sites it’s hard to deny that the Internet has increased the amount of social, political and personal groups one can join. But is this cross sharing really creating diversity?
In this session, Anne Hunter, VP, Advertising Effectiveness, comScore, will provide a comprehensive understanding of how the digital age has affected diversity. Does the democratic nature of the internet with its open sharing of ideas and cultures lead to a natural increase in diversity or are we seeing an end of true niche and specialty groups? Is over-diversification leading to a weakening of subcultures?
With your grandmother being able to join your band’s fan page how has the demographic makeup shifted? This session will highlight the key differences between visitors. Through understanding key metrics comScore will examine whether or not this democratization has actually created a more diverse audience or simply created a group of samplers versus key users.
Anne will examine how the digital age has affected demographics differently. For younger generations that have only existed within this schism, how is their idea of diversity different from older audiences? Does a generation, who is more prone to buy a single than an album, less likely to be deeply connected to one group?
Finally, this session will also examine how diversity changes based on the medium. For example, how does the audience of BET Television compare to their online component?
VP Ad Effectiveness at comScore and tweets on a mix of digital advertising, diversity, Hartford economics and art. I am ruled by curiosity and my children bio from Twitter
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