Media Consumption Habits: "Busy Idealist"
"Busy Idealist" Media Consumption
Seamlessness and immediacy are the primary concerns of "Busy Idealist" electricity consumers, much like most other consumers in the Millennial age bracket; this is reflected through their overwhelming preference for digital and online media sources, particularly mobile/app-based outlets.
"Busy Idealist" and Millennials
- Since the definition of "Busy Idealist" is highly niche, there is no public data available that addresses this psychographic/demographic profile in specific. However, our research finds that Millennials in general are very close to this niche for many reasons: they fit squarely within the age bracket, the majority of them don't have children, their average salary is nearly $50K, they are concerned about CSR and the environment, and they are willing to spend more on companies connected to their values. As such, the rest of our findings will consider "Busy Idealist" and "Millennial" to be synonymous.
Media Consumption Habits — Convenience is Key
- The upper end of the age bracket sees some crucial disparities; TV/broadcast outlets have a monthly reach of 90% among adults 38+, but reach drops to 61% for those 37 and below. Additionally, the reach for digital channels (computer, smartphone, etc.) is 88% among the younger part of the group, while it is only 80% for those 38+.
- Strictly digital media consumption is 4x higher among "Millennials" than it is among the 38+ demographic (Nielsen considers Millennials to be between 18-37), but the desire for mobile convenience/immediate access is consistent across the two age groups. Effective monthly consumption demonstrates this clearly: 45% vs. 42% for mobile only, 10% vs. 14% for desktop only, and 43% vs. 44% for a combination of mobile and desktop.
- With energy providers, seamless digital channels are just as important, if not even more; 83% of Millennials would be discouraged from signing up for more services/products from their provider if their digital experience is not seamless.
- While Millennials perceive newspapers as more credible than TV and mobile channels, they are still significantly less popular because of the lower variety of content they offer, as well as declining access/availability and the inconvenient, relatively tedious process of procuring one compared to the instant gratification of the internet.
- The cost of cable/satellite is a significant deterrent to Millennials' interest in consuming media by way of TV-based channels and outlets.