12/7/12
Millennials (ages 21-34) favor methods of media access that give them control over when and how they watch and listen.
Millennials are 96% more likely than U.S. adults overall to watch TV programs online, either by downloading or streaming, according to Scarborough Research.
They’re also 25% more likely than average to watch TV shows via video-on-demand (VOD), 86% more likely to listen to Internet radio, and twice as likely to download music from the Internet.
Although the majority read news online or in print, Millennials expect the news to come to them.
Millennials are 56% more likely than the average adult to have read a newspaper via mobile device in the past month and 53% more likely to consider social media a very important news source.
Staying Connected
More than six in 10 Millennials (63%) say they’d feel “disconnected” if they didn’t have Internet access.
Social media is a particularly important resource for staying connected. Millennials are twice as likely as the average adult to have updated their social network profiles and/or status in the past 30 days.
Millennial smartphone owners are twice as likely as smartphone owners overall to watch video clips on their devices.
They’re also 94% more likely than average to download and/or listen to music on their mobile phones, 91% more likely to use mobile banking, and 90% more likely to access social networks via mobile.
Millennials Are Multicultural
Millennials are the most racially and ethnically diverse generation of adults; they’re 50% more likely than the average American to be Asian, 49% more likely to be Hispanic, and 19% more likely to be African American.
More than six in 10 Millennials (61%) consider their ethnic/cultural heritage to be an important part of who they are.
Source: “OMG! Is Your Medium Reaching Millennials?” Scarborough Research, Brad Sherer, Manager of Stat Shop Services, 770 Broadway, New York, NY 10003; 646-654-8400; brad.sherer@scarborough.com; www.scarborough.com. Price: Available online at no charge.
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