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Social media audiences differ from those of traditional media because

Traditional media audiences consume material created for them while social media audiences either dictate the type of product they want or bypass traditional producers to find products more suitable to their particular needs or desires.
Social media audiences tend to be the millennial generation while traditional media are mainly Gen-Y.
Traditional media audiences tend to be within a certain age, gender and socio-economic group, while social media appeals to virtually every age, gender and economic status.

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