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Trends in Media Consumption Amongst Millennials

Internet Marketing July 20th, 2008

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Millennials spend more hours on the internet each month then Television, Radio and Print combined!

Trends in Media Consumption Amongst Millennials

Wondering where internet marketing is heading?   I recently went to a music conference in Toronto and picked up an interesting handbook called ‘Millennials in the Digital Information Age’. It described and profiled ‘Millennials’ – those born between 1981-2001.

One of the more interesting facts I read included an itemized detail of media consumption amongst this age group. As of 2007, the way ‘Millennials’, spent their time was broken down like this:
Medium
Hours Spent (Weekly)
Internet
37.16 hours
Television
11.4 hours
Radio
4.1 hours
Print
2.9 hours

Consider that just 15 years ago most people had never even accessed the internet and you understand the incredible shift in how the 25 and under age group spend their time!

Now consider how this 37.16 hours was spent and you will understand things even further:
Internet Uses
Hours Spent (Weekly)
Communicating
10.11 hours
Studying/Working
9.31 hours
Social Network Sites (Facebook, Flickr)
9.13 hours
News/Entertainment
8.61 hours
 
Given this change in behavior here is a reasonable list of some of the trends over the last decade amongst this demographic illustrating the trend from traditional to internet marketing:
18-25 Year Olds – Pre 1995
18-25 Year Olds – 2007
Net Result
Used the Yellow Pages to find local business
Uses search engines like Google, Yahoo! & Bing to find local business
Importance of search engine exposure for revenue generation
Communicated primarily via telephone
Communicating by text messaging, Bing Messenger & online utilities such as Facebook & MySpace
Opportunity for increased advertising exposure
Went to library to research information
Use internet, via search engines to gain information
Increased access to more information, hence greater exposure to online advertising opportunity
Social interaction – greater person to person socialization
Greater internet communication on blogs, social sites, and dating websites
Greater exposure to targeted advertising
Exposure to traditional and largely unmeasurable advertising mediums through television, radio & print.
Exposure to wide variety of targeted advertising that is measurable in many cases by impressions, clicks and conversions
Greater measurability of advertising dollars
 
Wondering which way the internet marketing industry is heading? Consider that some very traditional methods of media consumption seen in previous years, (watching television, listening to the radio, reading the newspaper, using the Yellow pages) are now being accessed on the internet. What does this mean? Wherever eyes go, so does advertising. Expect the continued rise of new media which includes new methods for advertising. This includes, podcasting, broadcasting, music, social networking, blogging, and the continued increase of the centralization of the world’s information.
Not bad learning for an afternoon spent in Toronto!

Post By DJ (195 Posts)

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DJ has been a high profile Internet Marketer since 2001. He is the CEO of TechWyse and as a passionate member of the internet marketing industry is a key contributor on the 'Rise To The Top' Blog.

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