Millennials (those now age 18-24) have an affinity for traditional media, such as print publications and television – and almost 6 in 10 (58%) say they use magazines to find out about what’s cool and hip, such as clothes, cars and music, according to a study released earlier this year.
Moreover, almost three-quarters (71%) of Millennials say they enjoy reading print magazines even though they know they could find most of the same information online.
Deloitte’s “2007 State of the Media Democracy” survey, conducted by Harrison Group, also found that when Millennials find something they like, they broadcast it, and do so effectively:
According to the survey, word of mouth is the most common reason for Millennials to visit a website, followed by an ad on TV; almost half (48%) visit TV websites in a typical week.
The survey confirmed the growing popularity of user-generated content; Millennials in the survey spend about equal amounts of time consuming user-generated content and commercially produced content online:
Among the highlights of the survey’s findings:
About the Survey: The online survey was commissioned by Deloitte & Touche USA LLP and conducted by Harrison Group, an independent research company, between February 23 and March 6, 2007. The survey polled 2,211 online consumers between the ages of 13 and 75.
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