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Millennials Consume 42 Percent of TV Online
Millennials appear to have substituted television and print media for the increased online activity and media consumption. Millennials watch significantly less TV than Non-Millennials; fewer Millennials report watching 20-plus hours/week (26 percent versus 49 percent). When they are not watching live TV, Millennials are much more likely to watch shows mainly on their laptops (42 percent versus 18 percent), with DVR (40 percent versus 36 percent), or On-Demand (26 percent versus 18 percent).
Based on a survey of more than 5,000 respondents and 3.9 million data points, the study provides new information on a range of digital and social media habits of American Millennials.
“Since the Millennials generation is larger than the Baby Boomers and three times bigger than Generation X, marketers’ understanding of Millennials’ needs, tastes and behaviors will clearly shape current and future business decisions,” said Jeff Fromm, senior vice president, Barkley.