Young TV consumers may be watching much more streaming video, but a large majority will skip online video advertising if allowed.
The latest Deloitte “Digital Democracy Survey” says 80% will skip digital TV/video commercials -- and over 70% of Millennials and younger Gen Z viewers find mobile ads to be “irrelevant.”
Ad-blocking software is a big part of Millennials' digital media usage: 45% use it, with 89% indicating that the primary reason is to avoid all advertising. In addition, 40% of these respondents also noted the use of ad-blocking software on their smartphones.
But there is some silver lining -- 46% of consumers said they pay more attention to an ad they can skip versus an ad they cannot skip.
On the viewing front: 90% of Millennials and Gen Z viewers say they have binge-watched video content, with 40% doing so weekly. These binge watchers watch an average of six episodes, or five hours of content, in a single sitting.
Traditional TV is still a major part of overall media consumption. But the study says virtually all -- 99% -- of millennials and Gen Z multitask while watching TV.
Activities include texting, browsing the Web, using social networks, reading email and online shopping.