21. Use of digital devices 18-24 25-39 40-49 50+ Mobile phone 100% 94% 93% 80% Computer 100% 98% 96% 73% The internet 100% 96% 91% 65% Portable mp3 player 86% 32% 30% 13% LCD / Plasma TV 68% 58% 63% 53% Digital camera 48% 70% 32% 34% Pay TV 41% 36% 54% 29% Video game console 30% 15% 14% 6% Home theatre 30% 19% 25% 9% Digital radio 27% 6% 5% 6%
22. Use of digital tools 18-24 25-39 40-49 50+ Instant message/chat 84% 47% 47% 13% Read news online 55% 62% 51% 24% Download music 48% 11% 11% 2% Upload photos 45% 23% 16% 8% Research new purchases 45% 42% 40% 19% Blog 36% 13% 9% 2% Shop online 25% 26% 9% 4% Download movies 9% 8% 4% 0% Upload videos 7% 6% 0% 0%
42. Ad research 'should' provide courage for big ideas, and reality as to the challenges ahead. Research should never be the way it ‘must’ be. Research should be about creative precision and focus, and ensuring consumer relevance. At its core, great research should minimise the boring and pointless.