Fact: People ages 13-24 spend more time online than watching television.

The marketing community is endlessly frustrated when they try to target this coveted age group. Researchers who categorize and segment the population, are realizing an undeniable truth. No matter how much research you do, there isn't a formula that allows media to control people. Young people (and increasingly everyone else) go online because there they have the ability to control their overall experience. Loud and clear, they are sending this message:

"When we want to buy something, we will let you know. In the meantime, leave us alone!"

What does this mean to the advertising world? Ads that are unwanted or unseen are basically television static. If you are going to interupt someone with an ad, you better say something worth listening too. If your ad doesn't improve someone's life, it will at best be forgotten. At worst it will hurt the reputation of the company running the ad.