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New research highlights the difficulties traditional media groups have aligning the right audience with relevant marketing messages. The generalised nature of traditional demographics places people into age, gender and income stereo types, this drives media ratings and the cost of advertising. This research is tracking new trends for users of online forums, they venture out of their safety zones and explore more opportunities through interests, taste communities and connecting ideas.
Watch this TED presentation: Johanna Blakley: Social media and the end of gender.