Millennials [16-34s] appear to have substituted television and print media for the increased online activity and media consumption. Millennials watch significantly less TV than Non-Millennials; fewer Millennials report watching 20-plus hours/week (26 percent versus 49 percent). When they are not watching live TV, Millennials are much more likely to watch shows mainly on their laptops (42 percent versus 18 percent), with DVR (40 percent versus 36 percent), or On-Demand (26 percent versus 18 percent).
Millennials Seek Peer Affirmation & Advice
Perhaps because of their need to share and to find commonalities, 70 percent of Millennials reported feeling more excited when their friends agreed with them about where to shop, eat and play. Only 48 percent of older adults were as heavily influenced by their friends and colleagues. Additionally, Millennials gather information on products and services from more channels - more Millennials than Non-Millennials reported using a mobile device while shopping to research products (50 percent versus 21 percent)."
Source: Research from “American Millennials: Deciphering the Enigma Generation.” by Barkley with Service Management Group and the Boston Consulting Group, quoted in a press release, 18th August 2011
Methodology: "Based on a survey of more than 5,000 respondents and 3.9 million data points, the study provides new information on a range of digital and social media habits of American Millennials as well as their attitudes in the areas of cause marketing, grocery, restaurant, apparel and travel."
Note: For this study Millennials are defined as 16-34s year olds
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