Brands have struggled the past few years when trying to reach the millennial generation. Is my money better spent in traditional TV, print or radio advertisements? Do I invest in social media, mobile apps and web design? These are the types of questions that marketers are trying so desperately to answer when it comes to reaching the elusive millennial generation. Let’s take a look at how the millennial generation is consuming different types of media.
The Changing Landscape
It is no secret that the marketing and advertising industry is being morphed by smartphones, laptops and other new types of technology. The days of traditional TV, print and radio campaigns are changing. No longer is it enough to utilize only these outlets when devising a successful marketing and advertising campaign. Since the invention of Facebook, the social media industry has taken off. Social media is becoming the face of a brand in the digital space. Brands now compete for a top spot on a search engine page. These new trends pose big challenges for marketers as they have to understand what generations use certain types of media for.
Millennials and Traditional Media
There’s a common misconception about millennials that says millennials do not consume traditional media. This is not completely accurate. In fact, it is estimated that 37% of millennial’s media consumption is TV. When compared to all adults where 42% of all media consumption is TV, millennials have close to the same TV consumption as older generations. The same can be said about millennials and the radio. Millennials hold the largest share of radio consumption with 66.6 million listeners each week. A total of 91.3% of millennials can be reached through the radio. This is higher than any generation before them. However, the same cannot be said for print publications, such as newspapers. Millennials prefer to access news on the go or whenever it is convenient for them. In fact, in 2013, AdWeek reported that 68% of millennials choose to get their news from social media alone.
Millennials and Digital Media
It’s no secret that millennials are paving the way every day for new digital media trends. From social media to search engines, millennials are controlling the flow of information and dictating where information needs to be shared. Because of their progressive characteristics, millennials consume more digital media than any other generation. It is estimated that every millennial spends roughly 3.1 hours per day on their mobile phone. 76% percent of millennials report watching videos online on a daily basis and 71% are on social media. These numbers are higher than any other generation.
What Does This Mean?
Millennials are different than any other generation because they are growing up in a time where technology is growing at an alarming rate. They adapt quickly and are often the first people to try new platforms and new ideas. As a marketer, this makes it extremely difficult to keep up with them. It is important to stay on top of new digital trends and get to “the next big thing” before your competitors. Whether it’s a social media outlet, mobile app or another digital media trend, it is important that you utilize these platforms so you can build trust and brand loyalty with millennials. However, you don’t necessarily need to exclude TV, print and radio campaigns when trying to reach the millennial generation either. Because of the high amount of traditional and digital media consumption among millennials, it is essential to construct a fully-integrated marketing campaign when seeking out the elusive millennial generation.