The digital divide is something that, since the first availability of computers to society, has been steadily increasing. Though it refers to the variation in access and availability to forms of ICT’s, it also refers to the capabilities, proficiency and skill on ICT’s. Basically children/young people in UK, and I world presume most of the western world, are introduced to ICT and new technologies from a young age, at school, at home etc, as a compulsory part of their education, therefore it becomes almost second nature; working Facebook or surfing the net, and equally using the Internet to watch online video (in whatever format that maybe).
As ReelSEO have pointed out the 18-34 demographic are rapidly moving away from;
“standard broadcast broadcast television in favour of online and time-shift video”. http://www.reelseo.com/young-adults-thumb-nose-broadcast-television-choose-digital/
Therefore the amount of time viewing video advertisements, be it intentionally or not so intially, is greatly increased between this demographic in particular. For many involved within online advertising it is definitely something to take into consideration when creating online advertisements. Furthermore, as mentioned in previous blog ‘Why to opt for video advertising, and Coull’, this demographic is far more likely to take notice of an advert if 1. video is used, as it is far more eye catching, and 2. if the video is interactive, as a plain video is simply the same as what television ads offer, and during TV ads the channel is normally changed, whereas interactive video adverts will not only attract attention but allow the user to be involved too.
This is talk of increasing use of online video not to say in anyway that television will become obsolete or unused in the coming years, there are simply just many more alternatives, i.e ipad, smartphones, computers etc. Television will always have its place among these, and therefore so will television ads, it will perhaps just vary in the extent to which it is used for viewing, and advertising. Mark Robertson of ReelSEO probably puts this in the best way:
“5-10 years from now, we wont be discussing TV vs. online vs. mobile. Rather, it will simply be “the screen” that consumers use to consume the moving picture. Video is video, it is powerful, and it will remain so, regardless of the platform for delivery, because video is the most compelling way to tell a story.” http://www.reelseo.com/young-adults-thumb-nose-broadcast-television-choose-digital/