Generational divides exist in consumers’ screen preferences, finds Millward Brown Digital in recent survey results [download page] demonstrating that Baby Boomers (51-69) are sticking with laptops and PCs over smartphones and tablets, while Millennials (18-34) tend to be more smartphone-centric, particularly for activities such as checking sports scores or the weather.
It’s worth noting that Boomers’ general preference for the laptop/PC comes despite the survey being fielded exclusively among respondents who own or have access to a smartphone or tablet.
Interestingly, while Millennials tend to focus more on their smartphones, there are some mitigating results:
Even so, older generations are far more apt to have used a TV yesterday than a digital device, according to the Millward Brown survey results. Among Gen Xers (35-50), 86% had used a TV yesterday compared to 67% a laptop/PC and 60% a smartphone. And among Baby Boomers, 91% had watched TV, whereas 71% had used a laptop/PC and 42% a smartphone.
Those generational differences extend to entertainment sources: while Millennials are more likely to watch YouTube (72%) than cable TV (53%) on a weekly basis, the opposite is true for Boomers (65% cable TV; 43% YouTube).
For data concerning the audience demographics of various online and offline major media – including TV, magazines, newspapers and social networks – see the MarketingCharts Debrief, US Media Audience Demographics.
About the Data: The results are based on a survey of 1,018 respondents age 18-69 in the US who own or have access to a smartphone or tablet. The digital survey was conducted via mobile or desktop devices in October 2014.
Topics: Alternative Connected Devices, Boomers & Older, Cable, Connected Device Comparisons, Mobile Phone, Most Popular Recent Charts/Stories, Tablet, Traditional, TV Audiences & Consumption, Youth & Gen X
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