Nielsen’s Millennials on Millennials research examined the evolving media habits of this pivotal generation. The research revealed three key trends. The first of these trends is that Millennials love TV-connected devices. TV-connected devices (e.g., DVD players, game consoles, digital streaming devices, etc.) compose four times the percentage of Millennials’ total video minutes than adults age 35 or older. These devices account for 23 percent of Millennials total video time. For consumers age 35 or older, these devices only account for 6 percent of total video time. As a result of the popularity of these devices, Millennials spend 27 percent less time watching traditional TV (89 percent for 35+ versus 66 percent for Millennials).
The research also revealed a second trend—that Millennials are highly distracted. When examining behavior during commercials, Millennials were most likely than older generations to use their phones—particularly to engage with social media. Because of this, it is not surprising that Millennials scored lower on ad memorability. Millennials had an average ad memorability of 38 percent. Gen Xers, on the other hand, had an ad memorability average of 48 percent.
A third and final trend relates to the perception of social media influencers. It is apparent that social media stars are becoming synonymous with the word “celebrity.” When asked to write in their favorite celebrities in the survey, various millennial respondents included the names of social media influencers multiple times. Millennials, particularly male ones, hold a higher opinion of social media stars than they do for sports stars, pop stars, actors, and actresses.