The second volume of Nielsen’s Millennials on Millennials report is out. The report is an in-depth look at topics of interest for the second-largest generation group in the U.S. and a major player in the marketing world. Assembled by Nielsen’s own Millennial associates, the report leverages Nielsen data sets to provide insights into different topics that impact the Millennial generation and the media industry as a whole. Topics include ways Millennials perceive advertising, social media, communication, entertainment, spending, technology and more. The second volume of the report analyzes and explores emerging media insights and attitudes among U.S. Millennials, including social communication and digital music trends.
SOME KEY HIGHLIGHTS:
• By analyzing both national TV and digital news consumption along with radio, we can see just how digitally focused Millennials are. Digital news reaches 88% of Millennials in a month, while it only reaches about 80% of adults 38 and older. TV news reaches less than two-thirds of Millennials, but reaches 90% of the older demographic. Despite radio having the lowest monthly reach among Millennials, at 23%, their time spent with radio actually exceeds digital and TV news among the demographic — nine hours per month for radio, compared with three hours, and six hours for digital and TV news, respectively.
• Digital reported the highest scores across categories for both generations, but the other formats had bright spots, too. Cable news resulted in some of the highest scores for adults 38-64, as they are likely to trust these programs and find them to be very credible sources. Like Millennials, adults in this age range also feel connection and excitement to the main topic when watching cable news. When viewing broadcast TV, this viewing demographic increases comprehension to their highest levels.
• Millennials are dramatically influenced to tune in to TV during breaking news moments, even more so than adults 38 and older.When looking at monthly reach trended for Millennials, there are spikes in both TV and digital news during special events, such as the 2016 Presidential Election, and the Presidential Inauguration in January 2017. Millennials continue to look toward digital news during these events but also tune into TV for supplemental information.
The report defines Millennials as adults ages 21-37, adding that they are the most-coveted consumer demographic from a marketer-engagement perspective, yet they’re often the most stereotyped as well.