Everyone, marketers and brands included, is obsessed with millennials. They are a complex bunch to understand, but they cannot be ignored for one simple reason: They comprise the largest demographic in the country.
This generation of 18-34-year-olds is also digitally native, which means that marketers and brands that want to engage with them need to understand their media-consumption habits. For starters, three out of four own a smartphone. They also thrive on social media, using it as a source of current affairs apart from networking. They have an increasing affinity for image-sharing platforms, and despite the prevalence of Netflix and Hulu, a majority of millennials still have paid-TV subscriptions.
Using the most recent data from comScore, Noise|The Intelligence Group’s Cassandra Report and nScreenMedia’s report “What Millennials Want from TV,” here are five charts that explain some of this generation’s media-consumption habits.
For starters, 77 percent of the 3044 millennials surveyed across 10 countries said that it was important to be informed about current affairs and news, according to the Cassandra Report. Additionally, a whopping 60 percent of the sample size said that they relied on social media for keeping up to date with current affairs and news — not surprising for a generation that always likes to be connected.
While text-based platforms are still the most popular, this is a visual generation. Look no further than the rise of platforms such as Instagram and Snapchat. However, interestingly, the Cassandra Report points out the popularity of image-sharing platforms rising more steeply in countries such as India and Italy than the U.S. and the U.K.
The millennials are inseparable from their smartphones — and Facebook specifically. Facebook led the list last year as well but has shown an 11 percent increase in unique visitors over the past one year, according to comScore. The social networking giant leads the mobile app category among millennials, followed by YouTube and Pandora. Snapchat is the other notable mobile platform among millennials and has grown 102 percent over the past year.
Millennials like to be informed through their desktops and mobile devices. For their multi-platform news diet, they rely most heavily on the Huffington Post, followed by Yahoo-ABC and then CNN. Buzzfeed, a favorite among them, is also emerging as a news source, interestingly showing an 81 percent growth from last year, according to comScore.
Finally, while 63 percent of the millennials surveyed by nScreenMedia are current subscribers of paid TV, what is worth noting is that 19 percent of them have never had a subscription.
Foot Locker is showcasing staffers, popular musicians through social media and digital out-of-home to appeal to Gen Z
The shoe store chain is doing so in order to strengthen the relationship between the company, its employees and its consumers, all while celebrating and driving sneaker culture globally.
Member ExclusiveDigiday+ Research check-in: Brands know recession is ahead, but are hopeful it will be shallow
Brands are showing a mix of pessimism and optimism when it comes to a recession -- most believe a recession is coming, but they also think it will be shallow, according to a Digiday+ Research survey.
Why the World Cup adds to, rather than eases, all that ails Twitter
User conversations might be on the up, but the platform is still an advertising ghost town, despite the fact that the biggest sporting event in the world is happening now.
SponsoredWhy cookie deprecation is deflating performance and inflating costs for advertisers
With the full deprecation of third-party cookies on the horizon, advertisers and publishers are navigating a challenging and quickly evolving landscape. The sunset of the third-party cookie continues as usage and lifetimes fall. Their deprecation is preventing brands from effectively measuring the effectiveness of media campaigns in real-time at highly granular levels. As the industry […]
Arm & Hammer enlists TikTok influencers to help millennials, Gen Z with holiday laundry
Arm & Hammer is looking to stand out on TikTok during the holidays by creating content in collaboration with actor, cook and dad David Burtka and other influencers.
Why Shutterstock is betting on generative AI for the future of stock images
Shutterstock has begun experimenting with using generative AI, an emerging innovation that lets people enter text-based “prompts” to generate unique computer-made digital images.