TolunaTopics: 2016 Millennials Media Consumption Survey

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    10-Feb-2017

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  • of survey respondents report listening to music 3 hours or more per day

    23%Traditional radio is the #1 method for consuming music,

    according to respondents. Despite this being the top choice

    across the board, 40% of non-millennials choose traditional radio

    first while only 29% of millennials do. Millennials preference for

    consuming music is spread across the board amongst other

    digital methods like iTunes and Spotify:

    2016 Millennials Media Consumption SurveyBrands looking to reach millennials are facing a challenge. The way they consume media, and emerging digital methods of consuming media, are forcing advertisers to try a dierent approach. Real-time digital insights company, Toluna, takes a look at how millennials consume media today, and where they can be reached.

    Toluna recently asked 1000+ Internet-representative respondents in the US and UK using Toluna QuickSurveys real-time survey and analytics platform, about media consumption and more. In this study weve looked at millennials and compared their responses with all respondents, as well as, non-millennials. Heres what we found!

    5th July 2016

    Respondants were asked to rank from 1 to 6 their method for watching television, of those, Cable TV is ranked the #1 overall, followed closely by Netflix, then Hulu.

    of millennials say this is their

    #1 or #2 method for watching TV

    61%

    NETFLIX

    of millennials say this is their #1 or #2 method for watching TV

    55%

    CABLE TV

    Humor in advertising is the way to ensure recall and encourage sharing

    Television

    Music

    Social Media

    Ads

    Disposable Income

    To

    tal R

    esp

    on

    den

    ts

    Mil

    len

    nia

    ls

    38%

    29%

    46%

    No

    n-M

    ille

    nn

    ials3hrs3hrs

    Do you watch more than

    ?

    Millennials watch less TV per day

    Respondents report they often learn about new products or brand from an advertisement (top 2 box)

    Respondents said they have shared an ad on social media

    After ranking their disposable income, respondents report choosing to spend a majority on Food & Drinks, across age ranges.

    Non-MillennialsOverallMillennialsMean Scores

    Lastly, it appears millennials are more likely

    to enter into the sharing economy as

    proprietors, at least, as 42% of respondents

    said they would not consider earning extra

    income with a part time app-based job with

    companies like Uber, Lyft, or AirBnB.

    Millennials are much more likely, as 49%

    would consider earning extra income in

    one of these ways, while only 29% of

    non-millennials would.

    Respondents were both more likely to remember and

    share across social media TV Ads that they find

    humorous. 68% of consumers stated they were most likely

    to remember a humorous ad, while 69% of consumers said

    they were most likely to share an ad on social media they

    found humorous.

    of respondents watch TV

    94%

    21%

    14%

    Millennials

    Non-Millennials

    Millennials

    Non-Millennials

    17%

    12%

    of respondents claim to not use any social media at all11% 3%

    17%Non-Millennials

    of respondents spend more than 3 hours per day using Social Media23% Millennials 26%

    22%Non-Ms

    93% of millennials use sites that serve ads prior to use, like Pandora, Spotify and Youtube, while only 69% of non-millennials spend time on these sites

    36% of respondents say they most often learn about new products from Advertisements,

    compared to 30% reporting that they most often learn about new products from friends

    and family, and 19% reporting they most often learn about new products from catalogues

    or online.

    49% 59% 41% NON-MILLENN

    IALSMILLENNIALS

    OVERALL

    54% 58% 50% NON-MILLENN

    IALSMILLENNIALS

    OVERALL

    Millennials Overall (Mean Score) Non-Millennials

    Apple TV (3.69)

    Other (4.00)

    Amazon Prime (4.30)

    Hulu (4.40)

    Netflix (5.22)Netflix

    Cable TV (5.39) Cable TV

    3.68

    3.73

    4.37

    4.45

    5.43

    5.34

    3.71

    4.23

    4.24

    4.36

    5.03

    5.44 #1#1

    Games & Toys

    Personal Electronics

    Subscription Services (Netflix, Spotify, Pandora)

    Travel

    Home Improvement / Decorative Goods

    Put in Savings

    Clothes / Shoes / Accessories

    Food & Drink5.83

    5.715.69

    5.115.29

    5.49

    4.644.92

    5.26

    4.224.41

    4.69

    3.913.85

    3.92

    4.153.77

    3.67

    3.613.76

    3.99

    3.533.283.29

    TOLUNA TOPICS

    YOUV

    E GOT QUESTIONS

    WEVE GO ANSW

    ERS

    T

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