In 2010, at the launch of Facebook’s then-new messaging service, Mark Zuckerberg predicted the decline of electronic mail, stating that “Email is too slow … email is too formal.” Time is proving Zuckerberg right. From December 2009 to December 2010, time spent using email by the 12- to 17-years-old age group dropped a tremendous 59%. In comparison, time spent using email by people 55 to 64-years-old has increased 22%, and it has increased 28% among those 65 years and older.
Light beer has become to the current generation of youth what regular beer was just a few decades ago. In 1990, more Budweiser was sold than the top three light beers combined. Twenty years later, Budweiser has taken a backseat to Bud Light, which sold as much as the top four regular beers combined. The country has taken a major generational shift in favor of light beers, which now account for four of the five most popular beers sold domestically. As reported by St. Louis Today, Budweiser believes four out of 10 people in their mid-20s have never tried regular beer. In 1988, that rate was just 1.5 out of ten. Beer Marketer’s Insights editor Eric Shepard said when asked about young drinkers turning to light beer, “The heaviest beer drinkers are young males and that’s where the market had been going over the last decade or so.”
While readership rates for print newspapers are falling across the board, the country’s younger generation has abandoned the medium the most. As of 2010, only 7% of 18- to 24-year-olds reported having read a print newspaper the day before, according to the Pew Research Center for the People & the Press. This is the first time that figure has reached single digits. This age group also has among the highest rates of people reportedly receiving news through social networking sites or Twitter.
As recently as 1998, 64.4% of potential drivers ages 19 and younger had drivers licenses, according to the Federal Highway Administration. As of 2008, that amount had dropped to 46.3%. Additionally, 46% of drivers aged 18 to 24 report that they would choose Internet access over owning a car, according to research firm Gartner. People are also waiting longer to get their licenses. According to the University of Michigan’s Transportation Research Institute, in 1983 one-third of all licensed drivers in U.S. were under 30. Today, only 22% of drivers are under 30. Companies such as General Motors (NYSE: GM) have reached out to more youth-oriented advertising companies, such as MTV Scratch, to address this widening gap in their sales.