If you think your digital media planners do well and your budget on Internet ads is spent wisely, think twice. Following Google’s ad viewability report as of November 2014, which suggested that about 56% of all digital ads paid by advertisers are usually never seen by consumers, the Luxembourg-based startup Oxford BioChronometrics has proved that this number is actually much higher.

The statement that the age group of 15-24 years old are «digital natives» has been questioned by the recent in-depth consumer study by the UK Kantar Media’s research division TGI Clickstream. Anne Benois, Director of Insights and Integration, proves that age cannot be regarded a crucial factor of digital behaviour, but a mix of cultural and economic experience is what defines our digital «fluency.»

Over the past few years the proliferation of digital technology has fundamentally changed the way the British public buy many products and services. The shape of the British high street has altered radically with the disappearance of travel agents, insurance brokers and a whole raft of retailers. With 94% of UK households connected to broadband and 49% of households with mobile internet connectivity (Ofcom, August 2013) this transition to digital is unlikely to abate.

As part of its recently launched campaign, the brand has launched a new interactive platform, called “The Live in Levi’s Project,” that includes a shoppable video as well as numerous insights into the apparel range and into how stars from various domains wear Levi’s. The tagline of the digital activation reads, “A billion jeans. One-of-a-kind stories. This is how the world lives in Levi’s.”