The second volume of Nielsen’s Millennials on Millennials 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.
The report, constructed by Nielsen’s own Millennial associates, 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.
KEY HIGHLIGHTS— #1. The top social communication platforms reach more Millennials than 35+. In addition, Millennials use these platforms more frequently per month. Persons 35+ are more likely to use messaging apps for 1:1 communication, while Millennials tend to message in groups and use these apps to send videos or photos. ○ Similar to music behavior, Millennials are even less likely to use just one digital communication service: 70% of Millennials use 2 or more apps for messaging. Sharing on each communication service is driven by different emotional motivators. For example, Millennials use two or more apps for messaging.
#2. Millennials message in a variety of contexts-videos, groups and situations.
They are much more likely to engage with one another visually. They have moved away from texting individually, which is how persons 35+ are connecting, to group communication using visual messages. Emotions drive sharing: Millennials are driven to share mostly happy and funny moments across social/messaging apps, sad moments are most commonly shared privately over text. Experiences drive sharing: Experiential catalysts for sharing vary more, with different priorities emerging between apps.
#3. Lots of Love, Lack of Loyalty Millennials are often the most stereotyped, yet coveted, group for marketers. The second largest generation group in the U.S. has now “grown up” and its consumers have disposable incomes. This provides a plethora of opportunities for advertisers and marketers who are so eager to reach them, as Millennials are highly engaged, using multiple platforms for many hours on a daily basis.
The second iteration of Nielsen’s Millennials on Millennials report series offers critical insight into Millennial’s influence and engagement. The report is unique in that it was produced and researched by a team of Nielsen Millennial associates, utilizing their everyday experiences as they compiled data and insights about the lifestyles of their peers—who are often the first to recognize emerging trends, technologies and cultural phenomena. Nielsen Millennial associates have the unique ability to leverage this data to discover ways to reach their own generation.
Within a fragmented media landscape, the myriad forms of engagement are as varied as the personalities that use them. So what drives Millennial media involvement when it comes to music streaming?
Millenials are active listeners of music streaming services and are 21% more likely to frequently choose songs than to let the music play without making changes. They also access digital music more regularly than consumers 35 and older. While Millennials are active listeners, they’re 18% more likely to use multiple music apps on a monthly basis. In fact, nearly 60% of Millennials use two or more apps for streaming, compared with only 39% of consumers aged 35 and up.
The recent report also sets the record straight on the frequent misconception that digital music has replaced radio for this generation. In actuality, broadcast radio penetration has remained steady in recent years. Notably, while digital radio reach has increased steadily over the past five years, Nielsen’s Total Audience Report highlights that tune-in across traditional AM/FM radio remains consistent, as 93% of Millennials listen each week.
Podcasts are also popular, and Millennials are no slouch when it comes to their listening habits. Thirty-seven percent of Millennials reported listening to podcasts at least once a week, which encompasses daily use. Additionally, persons 18-34 are almost three times more likely to listen to podcasts daily.
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