Custom / Time Inc.

Maximizing Messages In A Multimedia World:
Innerscope Quantifies Media Consumption Across Generations

Challenge

Today’s multimedia, multi-platform world challenges content creators and marketers to fully understand how consumers use media. So Time Warner’s Time Inc. division asked: How can marketers successfully engage both today’s digital natives (consumers in their 20s) and digital immigrants (consumers in their 30s, 40s and 50s)? They approached Innerscope to gain a deeper understanding of the generational differences in media consumption.

Solution

Together, Innerscope and Time Inc. combined biometric and ethnographic research to identify themes, trends and best practices for navigating the modern media landscape. Using its proprietary Biometric Monitoring System™, more than 300 hours of video from point-of-view cameras, and in-depth interviews, Innerscope developed an unprecedented look into the media habits of today’s consumers in their natural environment. For the first time ever, the findings showed changes in media usage across generations of Americans in terms of the amount of time spent viewing media, the patterns of attention and the emotional consequences of media consumption.

Results

• Time Inc. used Innerscope’s findings to identify new best practices, enabling its editors and advertisers to target communications and deliver emotionally engaging messages when and where consumers are most receptive.
• Time Inc. improved its understanding of how different generations of consumers currently engage with various media platforms—an indication of how the habits of future generations may trend over time.