What Are Millennials Up to with Digital Video?/e-Marketer research


More than nine in 10 watch digital video monthly

Millennials are the most active video viewers of any US age group. But understanding their video viewing habits can be difficult, thanks to the changing landscape for digital content viewing and shifting time spent with various screens. A new eMarketer report, “US Millennials and Video: Seven Insights into Their Evolving Screen Choices and Viewing Habits,” explores what marketers need to know.

US Millennial Digital Video Viewers and Penetration, 2013-2019 (millions and % of millennial internet users)

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eMarketer predicts there will be 77 million millennial digital video viewers in 2015, representing more than 92% of all US millennial internet users. Additional growth in new millennial digital video viewers is expected to remain mostly flat for the foreseeable future, given that video viewing is already near ubiquitous for this age group. eMarketer forecasts that the total audience will increase by 1 million or fewer viewers annually through 2019.

The video consumption habits of US millennials are more pronounced when compared with other age groups. In 2015, eMarketer expects 25- to 34-year-olds to make up the largest segment of digital video viewers of any age group, accounting for more than 18% of the 204.2 million digital video viewers in the US. Adults in the 18-to-34 age group, along with 12- to 17-year-olds (some of whom are millennials) have the highest levels of digital video viewer penetration among all age groups, reaching levels of more than 90%.

Much as marketers and experts try, there is no single unifying theme that explains the video habits of US millennials. Instead, there is a shifting landscape of video viewing options, fluid boundaries between traditional TV and digital video, and changes in the millennial mindset toward video content—all of which contribute to their screen time and content choices.

Weekly Time Spent with Select Media Among US Consumers, by Age, Q4 2014 (hrs:mins)

For example, they still watch lots of TV—at least for now. According to Nielsen, US adults ages 18 to 24 watched more than 18.5 hours of traditional TV per week, while those in the 25-to-34 age group watched nearly 25 hours per week. While this is less time spent than older generations, it still made up the majority of millennials’ media time.

eMarketer corporate subscription clients can view the full report here.

– See more at: http://www.emarketer.com/Article/What-Millennials-Up-with-Digital-Video/1012939?ecid=NL1007#sthash.AHanLXmW.dpuf

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About Framework Marketing Group

Framework Marketing Group has access to and is able to provide a range of co-ordinated creative thinkers…as and when you need them. It’s a marketing communications company with a toolbox of resources able to be used on an “on-demand” basis. The focus is on communication tools that evaluate brand strategies and interpret consumer behaviour to ensure a consistent and practical brand communications programme. Specifically: 1. Build strategic marketing plans: Understanding market data so strategic marketing plans have practical outcomes and communications to target markets are effective. 2. Communication audits From analysis of all messages – understand how customers really think and then recommend improvements to messages and media channel selection 3. Brand evaluations Establish how robust the brand equity is with each target market so communications to them is relevant 4. Integrate all communication channels Recommend an effective mix of communication channels to achieve economies of scale timing and content compatibility 5. Interpret market research Understand and fix gaps in market knowledge for consumers, customers and staff 6. Sales strategies Develop sales strategies from a foundation of core marketing platforms so all communications to market are complementary to each other
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