Millennials Like Traditional – Not Just New – Media

July 30, 2007

This article is included in these additional categories:

Boomers & Older | Media & Entertainment | Television | Youth & Gen X

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:

  • The Millennials surveyed maintain large IM and texting lists that average 37 people, compared with the average of 17 for all those surveyed.
  • And when they find a particular television show or website that they enjoy, they tell an average of 18 people, compared with only 10 people for all age groups.

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:

  • A large proportion of Millennials (58%) create personal content in a typical week, and an even greater proportion (71%) regularly consume it.
  • But user-generated content is not just for kids – there is a “trickle up” effect, and the older generations are creating and consuming personal content as well: over a third of Matures (current age 61-75) – 36% – report that they regularly consume user-generated content.

Among the highlights of the survey’s findings:

User-Generated Content

  • 40% of all survey respondents are making their own entertainment (editing movies, music and photos):
    • 25% of Matures
    • 56% of all Millennials
  • More than one in 10 Millennials are actively uploading their own videos on the Internet.
  • 51% of all survey respondents are watching/reading content created by others.
  • 71% of Millennials, 56% of Xers; Boomers/Mature participation is less, but noteworthy.
  • 53% of Millennials would download more videos if connection speeds were faster.
  • One-third of online content viewing is done on user-generated sites: Almost ¼ for Matures, ½ for Millennials.

Traditional Media

  • Favorite and promising new television shows beat the web as the most frequent media conversation topics for all generations: 52% of Xers are visiting television show Internet sites
  • Printed magazines are an integral part of every generation’s life:
    • 72% enjoy reading magazines over finding the same information online
    • 58% of Millennials agree magazines help them learn about what’s “in.”

Advertising Insights

  • 64% tend to pay greater attention to print ads in magazines or newspapers than advertising on the Internet.
  • More than one-in-four would pay for online content vs. being exposed to ads.
  • Search engines and word of mouth are the most effective means for driving Web site traffic – 85% of Xers are influenced by someone’s recommendation.
  • 87% of respondents continually visit the same websites.
  • Generation Xers are a little more responsive than others to advertising

Future Products

  • 64% want to easily connect their television to the Internet for viewing videos and downloading content to their television.
  • 60% want the ability to move their content to any device they own without any problems.
  • 57% want an entertainment and communication device that lets them do everything.
  • 49% want a computer or similar device that will be the center of their household media experience.

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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