Here's Jupiter Research analyst David Card's take on asap. After watching the promotional video, I have to agree. People in the upper portion of the 18-34 year old demographic have more in common with the demographic above them than those under 25. I'm 35, and the video appeared to try too hard to be "hip" and seemed targeted at a younger audience with a very short attention span. The quick, flashy, shot with a shaky handheld camera style was very distracting.
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And enough with the mythical "18-34" demo, already. There's a huge difference between how 18-24 year-olds use media versus how 25-34 year-olds do. In fact, that older group is usually more like the next older group (35-44) than it is like the young 'uns. JupiterResearch surveys show that 50% of online adults use the Internet regularly for daily news, while 38% of 18-24 year-olds do so and 55% of 25-34 year-olds do. Likewise, while 11% of online adults say they regularly read blogs, that figure is 24% for 18-24 and 13% for 25-34. Twice as many of the youngest adults listen to podcasts. That Internet is no panacea for reaching that age group. They're tough to get to overall -- they spend less time online and less time watching TV than the average adult, too.
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