of survey respondents report listening to music 3 hours or more per day

23%Traditional radio is the #1 method for consuming music,

according to respondents. Despite this being the top choice

across the board, 40% of non-millennials choose traditional radio

first while only 29% of millennials do. Millennials preference for

consuming music is spread across the board amongst other

digital methods like iTunes and Spotify:

2016 Millennials Media Consumption SurveyBrands looking to reach millennials are facing a challenge. The way they consume media, and emerging digital methods of consuming media, are forcing advertisers to try a di�erent approach. Real-time digital insights company, Toluna, takes a look at how millennials consume media today, and where they can be reached.

Toluna recently asked 1000+ Internet-representative respondents in the US and UK using Toluna QuickSurveys™ real-time survey and analytics platform, about media consumption and more. In this study we’ve looked at millennials and compared their responses with all respondents, as well as, non-millennials. Here’s what we found!

5th July 2016

Respondants were asked to rank from 1 to 6 their method for watching ‘television,’ of those, Cable TV is ranked the #1 overall, followed closely by Netflix, then Hulu.

of millennials say this is their

#1 or #2 method for watching TV

61%

NETFLIX

of millennials say this is their #1 or #2 method for watching TV

55%

CABLE TV

Humor in advertising is the way to ensure recall and encourage sharing

Television

Music

Social Media

Ads

Disposable Income

To

tal R

esp

on

den

ts

Mil

len

nia

ls

38%

29%

46%

No

n-M

ille

nn

ials3hrs3hrs

Do you watch more than

?

Millennials watch less TV per day

Respondents report they often learn about new products or brand from an advertisement (top 2 box)

Respondents said they have shared an ad on social media

After ranking their disposable income, respondents report choosing to spend a majority on Food & Drinks, across age ranges.

Non-MillennialsOverallMillennialsMean Scores

Lastly, it appears millennials are more likely

to enter into the ‘sharing economy’ as

proprietors, at least, as 42% of respondents

said they would not consider earning extra

income with a part time app-based job with

companies like Uber, Lyft, or AirBnB.

Millennials are much more likely, as 49%

would consider earning extra income in

one of these ways, while only 29% of

non-millennials would.

Respondents were both more likely to remember and

share across social media TV Ads that they find

humorous. 68% of consumers stated they were most likely

to remember a humorous ad, while 69% of consumers said

they were most likely to share an ad on social media they

found humorous.

of respondents watch TV

94%

21%

14%

Millennials

Non-Millennials

Millennials

Non-Millennials

17%

12%

of respondents claim to not use any social media at all11% 3%

17%Non-Millennials

of respondents spend more than 3 hours per day using Social Media23% Millennials 26%

22%Non-M’s

93% of millennials use sites that serve ads prior to use, like Pandora, Spotify and Youtube, while only 69% of non-millennials spend time on these sites

36% of respondents say they most often learn about new products from Advertisements,

compared to 30% reporting that they most often learn about new products from friends

and family, and 19% reporting they most often learn about new products from catalogues

or online.

49% 59% 41% NON-MILLENNIA

LSMILLENNIALS

OVERALL

54% 58% 50% NON-MILLENNIA

LSMILLENNIALS

OVERALL

Millennials Overall (Mean Score) Non-Millennials

Apple TV (3.69)

Other (4.00)

Amazon Prime (4.30)

Hulu (4.40)

Netflix (5.22)Netflix

Cable TV (5.39) Cable TV

3.68

3.73

4.37

4.45

5.43

5.34

3.71

4.23

4.24

4.36

5.03

5.44 #1#1

Games & Toys

Personal Electronics

Subscription Services (Netflix, Spotify, Pandora)

Travel

Home Improvement / Decorative Goods

Put in Savings

Clothes / Shoes / Accessories

Food & Drink5.83

5.715.69

5.115.29

5.49

4.644.92

5.26

4.224.41

4.69

3.913.85

3.92

4.153.77

3.67

3.613.76

3.99

3.533.283.29

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