Millennials spend 30% of media time on user-generated content


streamingCrowdtap, a Social Influence Marketing Platform, has released a new research report on the media consumption habits of millennials (18-36), how they perceive information from various sources and how these same media sources impact purchasing decisions.

The research was conducted in partnership with Ipsos Media CT and the Social Media Advertising Consortium (SMAC).

Millennials, which are forecasted to have record-breaking purchasing power, are most influenced by user-generated content (UGC).

Key highlights:

• In aggregate, millennials spend roughly 18 hours with different types of media per day (often viewing multiple devices, media hours are not mutually exclusive).

• UGC wins millennials time, with 5.4 hours, roughly 30% of time spent and is only rivaled by all traditional media types combined (print, radio and television at 33%).

• On a daily basis millennials prioritize social networking above all other media types, with 71% saying they engage in social media daily.

• Millennials say that information received through UGC is trusted 50% more than information from other media sources, including TV, newspapers and magazines.

• Millennials find UGC content 35% more memorable than other sources.

Given the study findings, UGC empowers marketers with greater access to millennials’ time, a more trusted channel to deliver brand messages and a more memorable experience. This combination provides a unique medium and if leveraged correctly, gives brands the opportunity to be influential by leveraging UGC.

Crowdtap and partner Ipsos conducted this research in January. The universe was 839 US men and women from the Millennial Generation.