| When they're reading online articles or consuming other types of media products, people in their twenties tend to switch from source to source much more often than older people do, according to an Advertising Age report of recent research. The digital natives in the study switched "media venues" about 27 times per nonworking hour, compared with just 17 times for people who grew up reading articles on newsprint and using knobs to change channels. Consumers' media hopping undermines the value of the traditional storytelling structure of beginning-middle-end, the study suggests. |
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