Millennials Car Electronics Research

Created By

Troy Smith6/20/14

Millennials, the generation born beginning in 1980 (and defined for the

purposes of this analysis as adults ages 18-34), are an extremely uniquedemographic segment with digital media consumption habits that varygreatly from older generations. While those age 35 and older still

comprise the majority of media audiences in the U.S., Millennials accountfor a disproportionate share of total screen time and provide a usefulglimpse at what the future of media consumption will look like. As time

goes on, the different viewing habits and behaviors of Millennials will onlybecome more mainstream.

While most Millennials remember a time before the consumer internet,the majority came of age as the web came into existence and evolved into

what it is today. Because their media consumption habits serve as aleading indicator for the broader media landscape, understanding how tomarket to this valuable demographic is vital to brands, agencies and

media companies seeking to stay ahead of the curve.

With that in mind, here are 5 Things every marketer should know

about marketing to Millennials…

5 Things EVERY Marketer Should Know About Millennials: The

Potential Customer

Source: National Data, comScore 2013 – Whitepaper – Adam Lella and Andrew Lipsman

#1Millennials Spend A Full Day Of Every Week

Online, & Are MOBILE HEAVY Users

Millennials spend a good portion of their lives online. In fact, they spend an average of

96 hours – the equivalent of four full days – online during the month of November across both desktop and mobile internet platforms.

#2Millennials Are More Likely

To Own Smartphones

There is a popular notion of Millennials living their lives on their smartphones, and the data suggest that

this is very much the case. Millennials have a substantially higher rate of smartphone penetration with their age segment than their older counterparts, with more than four out of every five Millennials using a smartphone compared to just over two out of three 35-54 year-olds and two out of five 55+ year-olds.

#3Millennials’ Social Activity Is More

Fragmented, But Facebook Still Rules

The most differentiating aspect of Millennials social media behavior is their fragmentation of usage

beyond Facebook. Millennials are active on all seven of the selected major networks, skewing more heavily than their older counterparts on Instagram, Twitter, Tumblr, Pinterest and Snapchat.

#4Millennials Watch TV On

Their Own Schedule

Millennials grew up with more TV viewing options than previous generations, and as a result they

have very different video consumption habits. Millennials seek, and sometimes even expect, to watch TV when and where they desire. In effect, this younger generation more strongly prefers

watching video on-demand and TV shows on the Internet than those 35 and older.

#5 Millennials View More Digital Ads, Thus Are Better Targeted On Average

The number of gross ad impressions provides an indicator of the volume of ads to which Millennials

might be exposed, but it’s also important to consider how difficult it is to target a specific audience. The reality is that Millennials are much easier to target compared to other age segments, making them

an extremely desirable marketing segment. According to comScore’s most recent vCE Benchmarks

data, 18-34 year-olds exhibited the highest display ad targeting efficiency from among its peer groups.

% Display Ads % Total Targeting

Demos In-Target Pages Viewed Efficiency Index

Females 18-34 35% 16% 219

Females 18-49 43% 30% 143

Females 25-49 37% 24% 154

Females 25-54 36% 29% 124

Females 35-64 31% 26% 119

Males 18-34 42% 18% 233

Males 18-49 45% 32% 141

Males 21-34 33% 15% 220

Males 25-49 32% 25% 128

Males 25-54 42% 29% 145

Requested TARGET:Adults 18-34

Recommended TARGET:Adults 18-34 Who Commute By Auto & Own A Smart/Cell Phone*Sample of respondents: 177

More about their Customers…

Age %

Average 27

Marital StatusSingle, never married 62.2

Widowed 0.0

Divorced or separated 2.6

Married 27.0

Living together 7.5

Home OwnershipOwn 40.9

Rent 44.4

White/Blue CollarWhite collar 71.4

Blue collar 21.5

CountyKing 52.1

Kitsap 5.6

Pierce 18.5

Snohomish 15.4

Thurston 8.4

Children In HHYes 38.0

No 62.0

Education High school grad or less 22.6

Some college/ Voc/Tech 28.4

College graduate 39.8

Some post-grad/Grad degree 9.2

5.0%4.2%

8.5%

10.0%

21.3%25.6%

25.4%

Household Income

None/Refused

$0-$25K

$25-$40K

$40-$50K

$50-$75K

$75-$100K

$100K+

45.5%

54.9%

Gender

Male

Female

PROFILE:

*CLIENT NAME Prospects Average HHI: $92,585

A18+ Average HHI: $92,497

Source: Seattle, WA – Stowell 2014 - *TARGET - A18-34 Who Commute By Auto & Own A Smart/Cell Phone - N=177

What is their PRIMARY Source for news?

TV Is Primary Source For Local News


TV33%

Mobile26%

Internet 22%

Radio13%

Newspapers5%

Other1% When looking at Young CLIENT

NAME prospects*, the local news media exposure chart to the left

depicts the power of TV, Mobile and Internet combined (81%)!

REACH MillennialsWith

=70%

In One Week, Reach 332,423 Customers

Source: Seattle, WA – Stowell 2014 - *TARGET - A18-34 Who Commute By Auto & Own A Smart/Cell Phone - N=177 - Visited KING, KONG, NWCN, king5.com & nwcn.com in the past week

Competitive Media Analysis:

Digital & Radio

Why Consider KING5.com For Your Media Buy?


komonews.com

kirotv.com

q13fox.com

88,116

80,894

73,880

28,705

Visited These Seattle Media TV Sites Past Week

In the past seven days, KING5.com reaches more

Young CLIENT NAME prospects* than any other Media TV site in Seattle .

Why Consider KING5.com MOBILE For Your Media Buy?


kirotv.com

komonews.com

seattletimes.com

57,576

54,263

52,191

51,028

Visited These Seattle MOBILE Sites/Apps Past Month

In the past month, KING5.com’s MOBILE reaches more CLIENT

NAME prospects* than any other major Media TV

or Print site in Seattle.

332,423

292,060

192,599

175,731

151,015

150,943

143,161

137,607

134,916

125,247

100,003

92,930

91,515

91,273

88,367

69,489

66,842

59,620

45,615

33,263

8,741

The HOMETEAM**

KING, Channel 5, NBC

Movin' 92.5

Kiss 106.1

KUBE 93, KUBE-FM

The End 107.7, KNDD-FM

Star 101.5

Hot 103.7

99.9 The Rock, KISW-FM

Today's Country 94.1, KMPS-FM

96.5 Jack FM

Oldies 95.7, KJR-FM

Classic Rock 102.5, KZOK-FM

710 ESPN Seattle, KIRO-AM

Click 98.9

Warm 106.9

SportsRadio 950, KJR-AM

KOMO News Radio

News Talk 97.3, KIRO-FM

88.5, KPLU-FM

The Fan, 1090 AM

The Home Team/KING5 & The TOP Radio Performers

Source: Seattle, WA – Stowell 2014 - *TARGET - A18-34 Who Commute By Auto & Own A Smart/Cell Phone - N=177 - **Visited KING, KONG, NWCN, king5.com & nwcn.com in the past week

When looking at Young CLIENT NAME prospects* on a weekly basis, The Home Team* and/or

KING5-TV convincingly outperforms the TOP Radio

Stations in the Seattle market.

REACH MillennialsWith FOOTBALL…

Pro FOOTBALL On


Sports Watch On Television Adults 18+ Prospects* Index Cume

Professional Golf 16.1 15.3 95 72,164

Mariners games 38.1 33.4 88 157,909

Sunday Night Football 52.7 63.8 121 301,256

Monday Night Football 53.1 60.0 113 283,339

The 5th Quarter 22.8 30.2 133 142,744

Seahawks games 73.2 76.5 105 361,493

Young CLIENT NAME

prospects* are 33% more likely than the average adult to view The Home Team’s 5th Quarter

Show.

Millennials DIGITALAdvertising Engagement…


In the past 30 days, Young CLIENT

NAME prospects* are 78% more likely than the average adult to click

ads while on their mobile device.

Online Ad Response (past month) Adults 18+ Prospects* Index Cume

Clicked advertisement link 25.0 33.3 133 157,196

Visited advertised store 17.6 29.5 168 139,327

Visited advertiser's website 30.2 39.7 131 187,316

Searched store/ item's website 27.0 37.3 138 176,271

Called phone number shown ad 8.2 9.3 114 44,017

Seen TV News Story Then Logged On To Find Out More

Yes 62.0 70.2 113 331,505

No/ Don’t know/ Refused 38.0 29.8 78 140,762

Reasons Used Mobile Device (past month)

Banking 32.3 62.1 193 293,400

Received news/ weather alerts 41.6 72.1 173 340,476

Clicked ads 13.3 23.7 178 111,809

Purchased product costing $25+ 20.7 33.7 163 159,204

Watch video 45.9 80.3 175 379,230

Young Prospects Are More Likely To Go Online & Use Mobile For Advertising Engagement


In the past month, Young CLIENT NAME

prospects* are 72% more likely than the average adult to share a news story

idea/photo while accessing social media sites.

Social Networking Accounts Have Adults 18+ Prospects* Index Cume

Facebook 71.6 91.7 128 433,065

Twitter 21.9 35.2 161 166,423

Pinterest 19.2 28.8 150 135,818

Instagram 16.1 41.5 258 195,910

Reasons Accessed Social Networking Sites (past month)

Share a news story idea/photo 32.8 56.2 172 265,477

Find out about local news/events 35.2 48.8 139 230,356

Enter a contest 14.8 20.1 136 94,974

Post/ watch videos 40.0 59.7 149 281,938

Visit company's Facebook page 30.9 45.1 146 213,148

Learn about a TV program 16.5 25.4 154 120,023

Like a business/ product 27.4 45.6 166 215,195

Young Prospects Are Heavy Social Media Users

Recommended Programming…

KING 5 Daily Programs (past week) Adults 18+ Prospects* Index Cume

KING 5 News, 4:30-5 AM 9.0 8.1 90 38,455

KING 5 News, 5-6 AM 9.6 7.5 78 35,222

KING 5 News, 6-7 AM 15.0 10.0 67 47,394

Today Show, 7-9 AM 14.1 7.8 56 37,068

Today Show, 9-11 AM 7.1 3.7 53 17,694

New Day Northwest, 11 AM-Noon 5.5 1.1 21 5,342

KING 5 News, Noon-1 PM 13.0 9.0 69 42,455

Dr. Phil 6.8 3.0 44 13,962

Ellen 15.8 15.4 98 72,809

KING 5 News, 5-6 PM 36.1 35.4 98 167,056

KING 5 News, 6:30-7 PM 25.9 23.8 92 112,251

KING 5 News, 7-7:30 PM 13.8 14.9 108 70,560

Evening Magazine 12.9 11.6 90 54,684

KING 5 News, 11-11:35 PM 20.2 13.9 69 65,537

Tonight Show, 11:35 PM 13.6 14.3 105 67,442

Late Night, 12:35-1:35 AM 6.9 7.8 113 36,964

KING 5 Weekly Programs (past month)

KING 5 News, Sa, 6-10 AM 19.8 13.4 68 63,171

KING 5 News, Sa, 5-7 PM 19.3 17.1 89 80,894

KING 5 Sunday Morning News 13.6 7.9 58 37,534

KING 5 News, Su, 5-7 PM 19.8 15.4 78 72,739

Saturday Night Live 25.5 32.8 128 154,704

Almost Live 6.4 4.1 63 19,197

KING 5 Prime-Time Programs

America's Got Talent 15.5 11.0 71 51,978

The Biggest Loser 9.9 3.8 39 18,143

The Blacklist 19.1 18.1 95 85,638

Chicago Fire 12.0 16.9 140 79,645

Chicago PD 9.5 13.9 145 65,447

Community 9.3 11.6 125 54,884

Dateline 18.9 15.6 82 73,460

Grimm 13.7 14.5 106 68,708

Hannibal 5.6 9.3 167 44,113

Hollywood Game Night 6.8 6.3 93 29,968

Law & Order: SVU 22.3 17.3 78 81,765

Parenthood 9.7 10.4 107 48,941

Parks and Recreation 12.8 14.6 114 69,038

The Voice 21.5 16.9 79 79,857

- Most Effective Programs


Young CLIENT NAME prospects*

are 28% more likely than the average adult to view KING5’s

Saturday Night Live.

KONG Daily Programs (past week) Adults 18+ Prospects* Index Cume

KING 5 News, 7-9 AM 11.3 3.8 34 17,906

KING 5 News, 1-2 PM 5.2 4.1 79 19,154

Extra 4.9 5.2 107 24,778

Millionaire 2.7 5.6 206 26,506

Dr. Phil 5.5 3.4 61 15,842

Access Hollywood 5.1 4.2 81 19,603

Inside Edition 7.0 6.8 97 32,105

KING 5 News, 9 PM 10.9 12.0 110 56,494

KING 5 News, 10 PM 15.1 6.8 45 32,105

Any Law & Order shows 16.0 12.8 80 60,598



Young CLIENT NAME prospects* are

10% more likely than the average adult to view KONG’s 9PM News.

NWCN Programs Adults 18+ Prospects* Index Cume

Weather 17.2 14.9 87 70,393

NWCN Morning News 7.1 4.5 64 21,455

NWCN Evening News 7.7 8.6 111 40,468

NorthWest Sports Tonight 5.6 10.9 194 51,555

Evening Magazine 8.6 8.2 95 38,500

Gardening with Ciscoe 8.0 1.9 24 9,102

Outdoor programming 9.9 5.9 60 27,983

Seahawks programming 7.8 10.9 139 51,406

NWCN Dayparts Watched M-F (past week)

4-6 AM 4.4 6.0 135 28,299

6-9 AM 7.7 7.2 93 33,836

9 AM - 4 PM 6.9 4.1 60 19,513

4-6 PM 8.4 7.1 85 33,641

6 PM - Midnight 11.3 11.6 103 54,641

Midnight - 4 AM 1.5 2.2 146 10,517

NWCN Dayparts Watched Sa/Su (past month)

5-10 AM 8.6 7.1 82 33,325

10 AM - 4 PM 6.4 1.9 30 8,953

4 - 6:30 PM 6.8 5.6 83 26,673

6:30 PM - Midnight 9.5 7.7 81 36,499

Midnight - 5 AM 1.8 0.4 23 1,880

Young CLIENT NAME prospects* are

94% more likely than the average adult to view NWCN’s NW Sports Tonight.



IN SUMMARY…

And, Source Behind The Numbers…

HIGHLIGHTS:

Millennials spend a full day of every week online, and are MOBILE HEAVY users

Millennials’ Social Activity is more fragmented, but Facebook still rules

Millennials watch TV on their own schedule, and view more Digital Ads

71% of the CLIENT NAME prospects are white collar workers, and 40% are college grads

Their average household income is over the market average: $92,585

Their Primary source of local news media exposure—TV , Mobile and Internet combined—equates to 81%

The Home Team reaches 70% of CLIENT NAME potential prospects in one week

KING5.com—both desktop and mobile—surpasses the TOP broadcast media sites

CLIENT NAME prospects enjoy viewing professional football on The Home Team

CLIENT NAME prospects utilize Online, Mobile and Social Media more than the average adult in Seattle

They are 28% more likely than the average adult to view KING5’s Saturday Night Live

They are 10% more likely than the average adult to view KONG’s 9PM News

They are 94% more likely than the average adult to view NWCN’s NW Sports Tonight

• Mixed – Landline, Cellular & Online surveys

• 1,200 completed interviews. Counties included:

• Random sample, proportionate to adult population

• Data Collection: January 17- February 5, 2014

• +/- 2.9% at 95% confidence level

• 20 – 25 minute interview average

• Completely customized survey

• Double-blindinterviewing style

Stowell Data® Methodology

‒ King

‒ Kitsap

‒ Pierce

‒ Snohomish

‒ Thurston

Documents

Millennials Car Electronics Research