Recent Forrester benchmarks report that Gen Yers (18 - 26 year old) are online 12.2 hours per week, watching 10.6 hour of TV. Boomers, on the other hand, are watching 10.6 hours of TV per week and are online 6.6 hours.

Both groups are watching less TV than in previous decades for their age group, signifying the decline in TV and the emergence of new media platforms, as tools for capturing the attention of viewers.

This shift significantly effects advertising and points to the importance of emerging platforms for marketers and advertisers. Podcasts, video podcast, blogs, video blogs (vlogs), gaming, mobile devises, voice over internet, and internet television are the new tools to watch for brand development and customer engagement.

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