Millennials consume lion’s share of digital media: Study

2015-08-25 14_12_00-Edit Chapter 3 for blog.docx - DropboxAccording to a comScore study, Millennials account for a disproportionate share of digital media use compared to their older counterparts. Millennials spent 64 percent more time than their Baby Boomer parents on digital media in 2013; 96 hours per month on all digital platforms for those ages 18 to 34, compared to 58.9 hours per month for those 55 and older. Mobile use among Millennials is particularly strong. Millennials spent an average of 65.9 hours per month on their mobiles, while those ages 35 to 54 spent 57.2 hours and those 55 and over spent 42.9 hours. When comparing age groups making up the U.S. digital media audience, 18 percent of Millennials surveyed shunned desktop computers and only interact on mobile, according to comScore. Comparatively, only 5 percent of those ages 35 to 54 say they are mobile-only, while 3 percent of those 55 and ol der say so.
Meanwhile, digital media users ages 35 to 54 are the most prolific device multi-taskers, with 75 percent of the group using both desktop and mobile devices, while only 67 percent of Millennials do so.
World Newsmedia Network has published Global Digital Media Trendbook each year since 2006. The 2014 trendbook contains 500 data sets and 230 pages of analysis about digital media usage and revenue patterns, including this data set. To download the GDMT free executive summary, go to http://www.wnmn.org
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