BlogPageWelcome to my blog -- Grace's Rantings

I have made a study of human communication -- interpersonal as well as mass media.  I am intrigued by tremendous changes in human interaction in recent years.  The computer, Internet, smart phones and social media have dramatically changed the way we interact with each other.  Human discourse hasn't changed, but the mediums by which we communicate have..."and that has made all the difference".

 

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Media Habits of Millennials

Millennials, also known as Gen Y, are those young adults born sometime between the early 1980’s and the early 1990’s.  These 23-33 year olds are becoming more and more influential; they are starting their careers and families, and they will soon be the driving force in the population.

The media habits of Millennials are drastically different from young adults a generation ago.  According to a report in a recent edition of Inside Radio, 30% of Millennials daily media time is primarily spent with user-generated content (UGC).  UGC wasn’t even invented a generation ago!  According to Wikipedia, UGC is defined as including (but not limited to) digital videobloggingpodcastingforums, review-sites, social networkingsocial mediamobile phone photography and wikis.

Traditional media like television and radio only consume 10% and 7% of Millennials' media time respectively:

Medium % of Daily Media Time
User Generated Copy (UGC) 30%
Surfing the Internet 20%
Watching TV 10%
Playing Computer or Video Games 10%
Radio 7%

Not surprisingly, 71% of Millennials use social media on a daily basis, compared to 60% who report watching live TV and 53% who listen to radio daily; (this radio figure includes both broadcast and streaming).  And while 37% visit a news site online, only 18% read a print publication.

Millennials also report finding user generated copy 35% more memorable than other media sources, and 40% more trustworthy.

As we move forward, it is clear that traditional media’s audience and influence will continue to slip in favor of digital video, blogs, review sites, social media, photo sharing sites and whatever newer platforms arise.  Oh yeah, the times they are a changin’

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