Young media consumers -- Millennials -- continue to consume much more television related to online, and less traditional television than other viewing groups.
Only 26% of millennials -- typically those in the 18-29 age group -- watch more than 20 hours a week of TV, versus older viewing groups where 49% of those viewers watch 20-plus hours a week. These are among the results of a study conducted by Kansas City-based marketing company, Barkley, in partnership with Service Management Group and The Boston Consulting Group.
Millennials are much more likely to watch shows mainly on their laptops -- 42% versus 18% for other viewers; on DVR playback -- 40% versus 36%; or via video-on-demand -- 26% versus 18% for other viewing groups.
Largely as a result of TV marketing and other efforts, millennials -- more than older consumers -- are aware of youth-targeted cause campaigns. For example, the study says that for Dove's Campaign for Real Beauty, their awareness level was 33% versus 21% for everyone else. Gap's RED campaign earned a 26% number for millennials versus 9% for other consumers.
Much of this activity comes from greater exposure to campaigns through social media -- 40% versus 22% for other consumers -- and online news, 28% versus 22%.
"Since the Millennials generation is larger than the Baby Boomers and three times bigger than Generation X, marketers' understanding of Millennials' needs, tastes and behaviors will clearly shape current and future business decisions," says Jeff Fromm, senior vice president, Barkley, in a release.
The survey was based on more than 5,000 respondents and 3.9 million data points.