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BizReport : Advertising : June 30, 2016


Study IDs how Millennials engage with traditional media

While Millennials do spend the bulk of their time in the digital media space, they haven't completely cut out traditional media - newspapers, radio and television. The key for brands is to know what Millennials want in these spaces.

by Kristina Knight

New data out from Toluna sheds light on how Millennials are - and are not - engaging with traditional media, and that could help brands better connect with this large demographic. For example, most Millennials say Netflix is their preferred method for watching TV (61%) followed by cable (55%).

"Millennials are a critical part of the consumer population, and their influence will continue to grow as the younger millennials enter the workforce and begin spending more money. Accruing data on this demographic on a regular basis as attitudes and behavior shift over time is of paramount importance to the success of any major retailer, advertising agency, marketing agency, or PR firm," said Frederic-Charles Petit, Founder & CEO, Toluna. "We found that millennials will share advertisements with friends and family if it offers some kind of value outside of the product it promotes. Specifically, millennials will share humorous ads over any other type of advertisement. By creating content that speaks to the millennial appeal, advertisers can amplify their product across generations and social channels."

Other interesting findings from the report include:

• 40% on non-Millennials say their preferred way to consume music is via traditional radio
• Millennials prefer music consumption via stream services - Spotify, iTunes, Pandora, etc
• 38% of all respondents say they watch 3+ hours of TV per day
• 29% of Millennials said the same
• 23% of all respondents say they spend 3+ hours on social media per day
• 26% of Millennials agree

As to what they share in the digital space, 59% of Millennials say they share humorous ads and 58% say they learn about new products because of advertising.

Tags: advertising, millennial demographic, Toluna, traditional media trends










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