While naysayers fear technology is destroying the attention spans of our nation's youth, it may be far more detrimental to the future of advertising, a recent study reveals.
"Digital natives" – those who've never lived in a world without 24/7 cable TV, Internet access and cellphones – switch media venues 27 times per nonworking hour, according a small-but-telling study commissioned by Time Inc. and conducted by Innerscope Research. And, as Advertising Age notes, if the kids keep switching between cellphones, TVs, magazines (young people still read magazines, right?), there may not be nearly enough time for advertisers to sell them stuff!
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