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Deloitte: Millennials Spend Less Time Watching TV
January 8, 2009
A Deloitte survey found that 14-to-25s view the computer as more of an entertainment device than the TV set. Millennials are active online and in gaming; 73% socialize online, and 59% use their cell
phone as an entertainment device. Most telling, they are spending one-third less time watching TV than older demos. The report also found that consumers across the board rank TV advertising as being
the most influential on their buying choices.
3 comments about "Deloitte: Millennials Spend Less Time Watching TV".
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David Adelman from OCD Media,
January 9, 2009 at 9:45 a.m.
This is all well and good but is it a matter of Millenials moving away from TV or is this the same difference this age group has always had in it's TV habits? There has always been something that kept our youth away from the TV sets as they prefer to spend their time with their friends. It used to be hanging out at the mall with friends, now it's being alone together over the internet. I'd love to see how the TV habits of 14-25 year olds today compare to the last three generations when they were the same ages.
Jeff Dickey from Omnichannel Marketing Project,
January 9, 2009 at 10:53 a.m.
It's all about opportunity. Millenials today have infinitely more entertainment, socialization and media opportunities than any previous generation. Television's dozen or so relevant channels now compete with thousands of other relevant channels ranging from Facebook to texting to the relevant sites to Ipods. The only thing holding the numbers this high for television is the fact that millenials are doing much of this simultaneously. The more interesting discussion now is what constitutes "watching". If a millenial is on their laptop with a cell phone in one hand and a dvr remote in the other, are they actually "watching" in the context of prior generations or is the value of this severely reduced. And, is the advertising portion of this even more severely impaired? Common sense says absolutely.
John Grono from GAP Research,
January 9, 2009 at 6:11 p.m.
David has hit the nail on the head. As these Millenials move to their next life-stage and career and life responsibilities change, they will be sitting in front of the goggle-box watching Sponge Bob Square Pants. I remember reports from a decade ago about how the 16-24s had abandoned television. Guess what, they now make up the most of the 25-39 demo and they are doing what 25-39s have always done.
This is all well and good but is it a matter of Millenials moving away from TV or is this the same difference this age group has always had in it's TV habits? There has always been something that kept our youth away from the TV sets as they prefer to spend their time with their friends. It used to be hanging out at the mall with friends, now it's being alone together over the internet. I'd love to see how the TV habits of 14-25 year olds today compare to the last three generations when they were the same ages.
It's all about opportunity. Millenials today have infinitely more entertainment, socialization and media opportunities than any previous generation. Television's dozen or so relevant channels now compete with thousands of other relevant channels ranging from Facebook to texting to the relevant sites to Ipods. The only thing holding the numbers this high for television is the fact that millenials are doing much of this simultaneously. The more interesting discussion now is what constitutes "watching". If a millenial is on their laptop with a cell phone in one hand and a dvr remote in the other, are they actually "watching" in the context of prior generations or is the value of this severely reduced. And, is the advertising portion of this even more severely impaired? Common sense says absolutely.
David has hit the nail on the head. As these Millenials move to their next life-stage and career and life responsibilities change, they will be sitting in front of the goggle-box watching Sponge Bob Square Pants. I remember reports from a decade ago about how the 16-24s had abandoned television. Guess what, they now make up the most of the 25-39 demo and they are doing what 25-39s have always done.