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Please provide all research reports about how Millennials spend their time and on what content/services, especially digital ones.
Hello! Thank you so much for your question regarding the content and service use of millennials. The short answer is that I found your requested 10 reports which can be viewed on the google drive document. Below we'll take a look at some of the summarized findings from the research collected.
NIELSEN
In terms of video formats, Millennials spend 66% of their viewing time for a video with traditional television. However, they also "had the lowest program engagement and lowest ad memorability scores during the studied shows." Speculations offer that this age group is looking at their phones and other devices even with the television running. The two other platforms for video include TV connected devices at 23% and PCs at 8%.
MEDIA POST
Another source points to a different pattern for viewing according to Media Post. "Millennials spend only 38% of their total viewing time watching TV service on a TV set; 24% on Internet-connected TV sets; 19% on computers; 10% on smartphones; and 6% on tablets." The report is published just a year before the findings above. For live television or broadcasting, 9% of millennials are utilizing authenticated apps or programs for viewing on devices other than a traditional television.
Among the group when looking for something to view, "19% first go directly to a show on a streaming service, 17% channel surf, 15% go to a favorite network to find a show, 14% go to a show that’s airing live and, notably, 13% surf on streaming services." Millennials will utilize up to 6 streaming services while overall the average for all ages is 3. When asked about the use of "time-shifted streaming over the past 30 days, 62% report having watched YouTube; 55% Netflix; 27% Hulu; 23% Amazon Prime; 11% Watch ABC; 10% HBO Go; and 9% iTunes." Also worth mentioning, "People with kids spend more on streaming services, and children are key drivers of these choices."
COMSCORE AND YOUTUBE
A study commissioned by Google brought together ComScore and YouTube to study viewing habits. Among their findings, an echo of Nielsen's report that traditional television viewing still accounts for a larger percentage of viewing time. However, Millennials preferred YouTube platform 35% as compared to 19% stating television as their preference. Other findings include the fact that millennials are far more likely to exhibit binge watching behavior than other groups.
The study also made a note that while millennials are perceived as less receptive or impressionable, that may not often be the case after all. What they really are, according to these findings, are more receptive and do identify or find an ad/brand they think is relevant to them. "62% of Millennials indicated they take action after viewing an ad and 47% said they pay more attention when viewing personalized ads."
KANTAR
Across all forms of media, not just video, it's clear that millennials favor social media. A majority of that time is spent via a mobile phone. Among millennials with access to the internet, approximate "3.2 hours a day on their mobile devices – the equivalent of 22.4 hours – almost a whole day – every week. That’s 1,168 hours or 49 days over the course of a year." For overall media consumption, the study found that millennials were on mobile 3.2 hours a day, followed by TV at 1.3 hours, and Radio at .2 hours. The data was collected in August of 2015 although the date of the published report was unclear.
FLUENT
According to this research, millennials spend 51% of their online time on a mobile device. They are also more comfortable making purchases "as much as any other platform (49% at least monthly)". PCs are still relevant as a purchasing platform and shouldn't be ignored. "Nearly 1 in 3 (32%) millennials use computers to make purchases at least weekly."
Women, in particular, will spend more time on their smartphones than men do. Methods for digital advertising seem to have relatively similar effects on millennials across promo emails, ads on social media, ads through news, and promotional text messages. While Facebook is an obvious leader in social media, millennials are also vastly attracted largely to Instagram and YouTube.
There is a healthy dose of charts that track the frequency of use and preferred devices among millennials and non-millennials in this report for further investigation.
VISA
A report published by Visa tracking the payment and shopping habits of Saudi Arabic and United States Eremites millennials echoes some of the similar findings but digs a bit deeper here. Of particular interest is a breakdown of how millennials spend time online which ranked at Social Media for the most time spent, then General Browsing, followed by eCommerce found on page 5. The top 5 categories for shopping were Electronics, Clothing, Travel for Leisure, Travel for Business, and then Food Take Away.
MINDSEA
In an effort to dig up the true needs and concerns of millennial app use, MindSea published this report. The biggest influence on using an app is unique functionality (48%), seconded by reference from a friend (45%) and third but not last is its ability to function better than competitors (37%). Attributes for an ideal app according to respondents included low battery use. The gaming app Pokemon Go "faced severe criticism for its constant strain on batteries." Other attributes include being able to use with one hand, few push notifications, and limited data usage. For this report, they place the most used apps as Social Media (69%), Messaging (55%), and Games (42%). Surprisingly eCommerce was not a category in their findings.
Facebook is the largest driver of new app downloads for millennials according to one source. "84 percent of millennials say a Facebook-owned app is one of their top three most used, compared to 58 percent for Snapchat." Additionally, "47 percent of millennials say they learn about the new apps they download from Facebook, double the percentage of those who learn about them from Twitter."
As far as how often millennials download new apps "17 percent of millennials download new apps more frequently than once per month; 12 percent downloaded a bunch of apps when they got their phone but haven’t downloaded any since."
DELOITTE
If you're looking for an in-depth look at millennial digital product ownership, you may want to look at the charts on page 5-7 here. Millennials are also big multi-taskers often taking up their smart phones or tablets to consume media while televisions are on. Approximately 33% of those aged 26-32 are engaging in a second screen activity that is related to the programming (like looking up an actor or brand.)
Impressions and influence for buying come from word of mouth, followed by television ad, and then a recommendation from someone within the millennial's social media circle.
FIRST DATA
Millennials and banking are a big issue at the moment. Tides have turned and digital banking has almost eclipsed traditional banking. "Forrester predicts that mobile payments will reach close to $90 billion by 2017" making millennials- who are due to enter their prime earning years very soon, an attractive group to cater to.
Millennials are gathering trust and use in digital payment apps. The revolution of Apple Pay has made it easy for users to "not only safely storing credit and debit cards in their Passbook, but they’re able to—while standing within talking distance from a merchant with a POS— touch the iPhone finger sensor to initiate a transaction."
The top activities for mobile banking on apps include "checking account balances, paying bills, and transferring money." Instead of going to the bank, 43% of millennials "list online banking as the first or second most valuable aspect of their day-to-day banking experience and 23% list mobile banking."
CONCLUSION
A vast majority of millennials utilize mobile apps, but consistently reports show this is overwhelmingly dominated by social media use. Some reports speculate that traditional television is still the major viewing portal for film media, but it is closely followed by an additional device or even has distracted millennials who utilize multiple screens at once. You can view the list of research here.
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