Millennials’ Media Habits Show Marketers Where to Go
Bob Hutchins, MSc
?? Bridging Silicon & Soul | AI Literacy | Digital Anthropologist | Author | Speaker | Human-Centered Marketing & Media Psychology | PhD Researcher in Generative AI | EdTech | Media Voice
Think you have Millennials figured out? Crosscheck your assumptions against this newly released infographic to see if your beliefs are fact or fiction. To gather this data, Toluna asked 1000+ respondents in the U.S. and U.K. about their media consumption habits. This data compares Millennials to non-Millennials. You might be surprised which demographics fit with certain habits! Also, don’t miss these other resources on understanding and marketing to Millennials:
· Understand the TV Model & You’ll Understand Millennials
· Millennials, Binge Watching & Lessons In Media Consumption
· Millennials Not What You Think. Social Media Habits
Who Watches More TV? Millennials or Non-Millennials?
Millennials actually watch less TV per day than non-Millennials. Additionally:
· 61% of Millennials say Netflix is their #1 or #2 method for watching TV.
· 55% of non-Millennials say cable TV is their #1 or #2 method for watching TV.
Who’s More Likely to Stream Music?
Millennials win this category.
· 17% of Millennial survey respondents use Spotify; 21% use iTunes.
· Only 12% of non-Millennial respondents use Spotify; 14% use iTunes.
Still, traditional radio holds strong as the #1 method for consuming music. Also, you might be surprised to learn that nearly one in four people listens to at least three hours of music per day.
Not Everyone Is on Social Media
While it might feel like everyone in the coffee shop is typing, tapping and Snapping away on a 24/7-basis, it isn’t the case. In fact 11% of survey respondents claimed not to use any social media at all. Of course, the majority of these were non-Millennials. However, 3% of Millennials claim to not use any social media. When it comes to time spent on social, most people spend about three hours per day in this space.
The Majority of Millennials Share Ads
Not only do 93% of Millennials use sites that show ads before the product is delivered (Pandora, Spotify, YouTube, etc.), but 59% of Millennials will even share ads. Only 41% of non-Millennials engage in this type of behavior. Also, this survey is a good reminder that if you want to connect with an audience (any generation), humor is usually the way to go.
68% of respondents said they were most likely to remember a humorous ad, while 69% said they were most likely to share an ad on social media they found humorous.
Millennials Media Consumption Infographic
Check out the full infographic below for more detailed insights regarding Millennials’ media usage habits. Tell us in the comments, what was your #1 takeaway? Or, what fact surprised you most about Millennials and their media consumption habits?