Millennial/Audience Research
Millennials is a term used to define people born roughly between early 1980s to 2000’s (Generation Y). They are the first generation to grow up in the digital age. This means that their viewing habits have been shaped by the technological revolution.
According to Lydia Abbot of Linkedin there are a few different characteristics of millennials.
Multitaskers - Millennials are multitasking pros and can juggle many responsibilities at once. This also means that we are easily distracted and find social media and texting hard to resist
Connected - Millennials know everything there is to know about social media
Tech-Savvy
Millennials want…
- Instant Gratification & Recognition - Millennials need to feel like what they are doing is important and that they are on the right track. Yes, it sounds a little needy…and it is. But, many Millennials grew up with constant praise from their Baby Boomer parents. It’s what they know.
- Work-Life Balance & Flexibility
- Millennials aren’t as willing as former generations to sacrifice their personal life in order to advance their careers. They like to “work hard – play hard”. They also expect a more flexible work environment than previous generations and want to work for a company that supports various causes.
- Collaboration- Millennials are extremely team-oriented and enjoy collaborating and building friendships with colleagues.
- Transparency
Viewing habits
“Almost half of adults 22 to 45 years old are watching absolutely no content on traditional TV platforms, according to a new study” - Omnicom Media Group agency Hearts & Science.
“89% of millennials say they watch most of their "TV" on Netflix versus live TV. 78% of Gen X say the same”
“30% of survey respondents said they watched 3-4 hours a day, whereas Millennials were 1.5% lower; they were 1.8% lower on the 1-2 hour category, too. Also, they were 1% more likely to reply ‘I do not watch TV’.”
“far more likely to stream TV through Netflix and other providers. 7.5% of the population reported watching more than 6 hours of streamed TV each day, compared to 12% of Millennials; similarly, 7% of the general population reported viewing 5-6 hours of streamed TV, versus 9% of Millennials”
“30% of the population watched Reality TV; 41% of Millennials reported watching Reality TV”
“Millennials felt like they watched less Sports, Drama, and, notably, News - 38% of the general population reported watching the news, dropping to 30% amongst Millennials. Their responses indicate that they are generally more interested in soaps and comedy.”
Conclusion
Millennials have changed the conventions of traditional television; they no longer watch programs on one device - they now use a multitude of devices. They want programs which reflect their active lifestyles and the balances between work and leisure. They often enjoy programs which make them think, and programs which reflect their interests.
This research has inspired ideas about poetic or found footage films - documentary pieces focusing on the changing world - issues that millenials might not be aware of - things related to social media. Something about changes in technology and capturing life?
https://business.linkedin.com/talent-solutions/blog/2013/12/8-millennials-traits-you-should-know-about-before-you-hire-them
https://business.linkedin.com/talent-solutions/blog/2013/12/8-millennials-traits-you-should-know-about-before-you-hire-them
https://www.askattest.com/blog/home/millenial-media-habits
According to Lydia Abbot of Linkedin there are a few different characteristics of millennials.
Multitaskers - Millennials are multitasking pros and can juggle many responsibilities at once. This also means that we are easily distracted and find social media and texting hard to resist
Connected - Millennials know everything there is to know about social media
Tech-Savvy
Millennials want…
- Instant Gratification & Recognition - Millennials need to feel like what they are doing is important and that they are on the right track. Yes, it sounds a little needy…and it is. But, many Millennials grew up with constant praise from their Baby Boomer parents. It’s what they know.
- Work-Life Balance & Flexibility
- Millennials aren’t as willing as former generations to sacrifice their personal life in order to advance their careers. They like to “work hard – play hard”. They also expect a more flexible work environment than previous generations and want to work for a company that supports various causes.
- Collaboration- Millennials are extremely team-oriented and enjoy collaborating and building friendships with colleagues.
- Transparency
Viewing habits
“Almost half of adults 22 to 45 years old are watching absolutely no content on traditional TV platforms, according to a new study” - Omnicom Media Group agency Hearts & Science.“89% of millennials say they watch most of their "TV" on Netflix versus live TV. 78% of Gen X say the same”
“30% of survey respondents said they watched 3-4 hours a day, whereas Millennials were 1.5% lower; they were 1.8% lower on the 1-2 hour category, too. Also, they were 1% more likely to reply ‘I do not watch TV’.”
“far more likely to stream TV through Netflix and other providers. 7.5% of the population reported watching more than 6 hours of streamed TV each day, compared to 12% of Millennials; similarly, 7% of the general population reported viewing 5-6 hours of streamed TV, versus 9% of Millennials”
“30% of the population watched Reality TV; 41% of Millennials reported watching Reality TV”
“Millennials felt like they watched less Sports, Drama, and, notably, News - 38% of the general population reported watching the news, dropping to 30% amongst Millennials. Their responses indicate that they are generally more interested in soaps and comedy.”
Conclusion
Millennials have changed the conventions of traditional television; they no longer watch programs on one device - they now use a multitude of devices. They want programs which reflect their active lifestyles and the balances between work and leisure. They often enjoy programs which make them think, and programs which reflect their interests.
This research has inspired ideas about poetic or found footage films - documentary pieces focusing on the changing world - issues that millenials might not be aware of - things related to social media. Something about changes in technology and capturing life?
https://business.linkedin.com/talent-solutions/blog/2013/12/8-millennials-traits-you-should-know-about-before-you-hire-them
https://business.linkedin.com/talent-solutions/blog/2013/12/8-millennials-traits-you-should-know-about-before-you-hire-them
https://www.askattest.com/blog/home/millenial-media-habits
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