Keeping Up With The Mediaheads Newsletter: Season 8, Episode 3: Somebody Screen!

The biggest kick in the July school holiday was going to the local video shop and burning up pre-loaded credits on the family account while hiring the latest releases. Different videos had different colour stickers, indicating how new and relevant they were. The newer material took more credits from your account and had to be returned quicker while the older films were in less demand and gave you more time to watch. Over time, video stores transformed into DVD stores, box sets, and eventually streaming services. The story of how Netflix approached Blockbuster in a buy-out deal and was rejected by the DVD store giant remains a great case study in agility and moving with the technology curve. The evolution of media consumption is ongoing.

The Rise of the Screenager

As much as the technology and platforms have changed, there has always been a consumption appetite, especially among younger viewers. The school holiday “5 DVDs for 3days” concept was one of the places teenagers got their screen time. Nintendo, TV Games, Games Arcades and the Silver Screen also fed the screen age of the 80’s and 90’s.

The connected world has created a digital ecosystem with the screen literally being the centre of attention, serving as their primary medium for education, socialization, entertainment, communication, and connection. This constant exposure to digital environments has shaped the screenager mindset and behaviour.

Digital Natives
‘Screenagers’ possess inherent digital skills and adaptability. They effortlessly navigate interfaces, utilize applications, and harness online resources. Unlike previous generations, they aren\’t driven by nostalgia or the desire to retrofit the old into the new. Screenagers crave the latest innovations and demand digital experiences tailored to their preferences.

Technology Dependence and Attention Span Challenges
Digital devices have become indispensable tools for screenagers, enabling them to access information and engage with the world. While they excel at multitasking across various screens and activities, this constant exposure to stimuli can lead to shorter attention spans and difficulty sustaining focus on a single task. Dual screens, split conversations, video calls, and multiple digital touchpoints are everyday occurrences for screenagers.

Understanding the Screenager’s World & adapting marketing strategies
Screenagers face unique social and behavioural challenges due to their extensive exposure to digital media. Concerns such as excessive screen time, cyberbullying, information overload, and technology addiction are prevalent among this generation. To effectively engage screenagers, marketers must adapt their strategies to align with the preferences and habits of this digital generation.

So how do we connect? I think learning from the video store remains key. As marketers, we must recognize that screenagers consume media differently than previous generations.

By understanding their unique needs, wants, and challenges, we can tailor marketing strategies to effectively engage and connect with this digital-savvy audience. Embrace the digital divide and create an environment that bridges the gap, ensuring meaningful connections and long-term success in reaching the screenager generation. Lastly, listen. Don’t miss an opportunity to listen to an always-on, screen-consuming generation. They’re responsible for YouTube stars, making number 1 hits for songs that are 40 years old and paying more for an energy drink than twenty-year-old whisky. Don’t say you haven’t been screened!