December 2, 2020

New Data From Nielsen on Millennials and Media

From Nielsen:

Nielsen’s inaugural Millennials on Millennials report is unique in two ways: It offers critical insight into the evolving media habits of this highly digital demographic, and it was produced by a team of Nielsen Millennial associates keen to help clients engage and reach a generation that every modern marketer is seeking a connection with.

TV still constitutes the majority of video consumption, but every other screen is much more valuable to Millennials. TV-connected devices (DVD players, VCRs, game consoles and digital streaming devices) compose four times the percentage of Millennials’ total video minutes than adults 35 and older: TV-connected devices account for 23% of Millennials’ total time with video, compared with just 6% for consumers 35 and older. And as a result, Millennials spend about 27% less time watching traditional TV (89% among 35+ vs. 66% among Millennials).

Less than 2% of 18-34 year olds changed the channel during commercials, compared with 5.5% of 35-54 year olds and more than 8% of viewers 55 and older. Given their engagement with other devices, however, Millennials had the lowest program engagement and lowest ad memorability scores during the studied shows.

Read the Complete Blog Post, View Two More Charts

About Gary Price

Gary Price (gprice@mediasourceinc.com) is a librarian, writer, consultant, and frequent conference speaker based in the Washington D.C. metro area. Before launching INFOdocket, Price and Shirl Kennedy were the founders and senior editors at ResourceShelf and DocuTicker for 10 years. From 2006-2009 he was Director of Online Information Services at Ask.com, and is currently a contributing editor at Search Engine Land.

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