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The 18-34 year old demographic is far and away the most important, and unique, segment of your market. They have a far higher consumption of digital content, are more connected to mobile and social than any other demographic. As such, they represent the future of online marketing. Do you understand this demographic? Do you know what that future is going to look like? Check out this comprehensive presentation, helping you understand the all-important millennial demographic. Check out this presentation to stay ahead of the curve and ahead of your competitors.
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Marketing to Millennials
The How, The Whatand the Wherefore
Did you know?
In the month of November, Millennials spent
(or 4 full days) online.
96 hours
Average Monthly Time Spent in Hours per User by Media Platform
96.0
49.1
65.9
87.0
43.6
57.258.9
35.2
42.9
Age 18-34 Age 35-54 Age 55+
Total Digital Desktop Mobile
Nearly one out of every five millennials are mobile-only users. Compared to 5% of 35-54 year olds and 3% of 55+
Age 18-34
Age 35-54
Age 55+
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Desktop Only Desktop + Mobile Mobile Only
16% 67% 18%
20% 75% 5%
42% 55% 3%
Smartphone Use
U.S. Smartphone Use by Age Demographic
Age 18-34 81%
Age 35-54 68%
Age 55+ 40%
More than 4 out of every 5 Millennials have a smartphone, compared to only 2 out of 5 people 55+
Social Network Usage
Age 18-34 Age 35-54
91%
46%39%
30%27%27%
17%
85%
27%32%
19%26%
33%
5%
100%
80%
60%
40%
20%
0%
U.S. Use of 7 Leading Social Networks
Facebook Instagram Twitter Tumblr Pinterest LinkedIn Snapchat
59.1
Facebook All Others
U.S. Total Billions of Minutes: Facebook vs All Other Leading Social Networks in November, 2013
67.8
20.7
21.5
7.5 2.1
18-34 35-54 55+
Despite Millennials spending a lower percentage of their time on Facebook than the other age groups, it’s important to note that this is still more time overall. 76% of a Millennial’s time spent on Facebook is, in fact, substantially more than 91% of a 55+ individual’s.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Percent Share of Total Minutes Spent on Social (U.S.)
Age 18-34 76 10 6
Age 35-54 89 3 4
Age 55+ 91 2 3
Facebook Instagram Twitter Tumblr Pinterest LinkedIn
TV Viewing Behavior
Used On-Demand at least 10 times in last 30 days
Prefers watching TV shows on Internet
Skips ads when watching recorded TV shows
Always watches TV shows online
NationalAverage
Millennials TV Use as Compared to the General Adult Population
119
110
106
103
Millennials are harder than any other age demographic to reach with TV advertising, as they watch more TV online than any other demographic, skip more ads when watching recorded TV, and have more subscriptions to TiVO, Netflix, etc than any other age group.
10%Does NOT skip adswhen watching recordedTV Shows
90%Do skip ads when watching recordedTV Shows
My question…
I mean… Right?
Who are these 10% of people who DON’T skip the commercials when watching recorded tV?
355.9
259.4178.4
Age 18-34 Age 35-54 Age 55+
U.S. Monthly Online Videos per Viewer
special thanks to:The ComScore.com Whitepaper Marketing to Millennials:
5 Things Every Marketer Should Know
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