Meet Mr or Ms Connected. Every day, they check Twitter, Facebook and LinkedIn multiple times; watch at least an hour of streamed video and listen to the same amount of streamed music; spend four hours on e-mail; send 50-plus WhatsApp messages; and listen to radio (including online radio) for two hours. During a 12-hour media day, they might spend 30 minutes or less watching traditional broadcast TV. Though you may be picturing a student or an ambitious 20-something professional, the truth is that Mr Connected or Ms Connected are just as likely to be Generation Xers or even Baby Boomers as they are to be millennials (Generation Y) or digital natives (Generation Z).

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