Market research company Scarborough Research has released a study (registration required) which outlines the way American Millenials (those aged 18–29) engage with media.
The study indicates that Millennials are “hyper-connected,” and this impacts their media consumption significantly. This generation is 53% more likely than all U.S. adults to feel that social networking websites are very important for finding information about news or other current events. They are also 56% more likely to have read a newspaper on a mobile device in the past 30 days, 86% more likely to listen to radio online and almost twice as likely to have watched or downloaded TV programs online.
“It is essential to realize that Millennials have a natural orientation toward social media especially since they are a demographic who came of age during a time of rapid technological advancement,” said Deirdre McFarland, vice president of marketing and communications for Scarborough. “By understanding that Millennials still consume news, but that ease of access in engaging with the medium is critical; marketers and advertisers can craft a more intuitive marketing mix to appeal to this young audience.”
Scarborough is a joint venture between Arbitron Inc. and The Nielsen Company.