There’s not enough room here to go in to the differences between the sexes, but based on recent research, those differences include how each gender consumes media and their willingness to switch to digital.  There’s also a generational divide in media consumption between adults 18-34 and 35+.

According to the TargetCast tcm numbers, men are more likely than women to switch to the Internet for news and magazines, and are more likely to be willing to pay for online subscriptions.  For radio, 34% of men compared with 23% of women say radio is not as important to them because of other available music sources.

Looking at generational differences, adults 18-34 are more likely to have replaced newspapers and magazines with Internet content.  Adults 18-24 say radio is less relevant to them and they prefer to read magazines online.

The study did show some good news for newspapers.  Those 35+ still consider newspaper ads to be influential when they’re making buying decisions.  Forty percent of adults 18-64 said they prefer the experience of reading a printed newspaper versus reading news content online.  Forty-one percent said radio is still relevant in their purchase decisions.

Read the TargetCast tcm write-up here.