Study Analyzes Millennials' Media Addiction
March 12, 2014 at 11:16 AM (PT)
Research from social analytics platform CROWDTAP found that Millennials are voracious social media users, as 71% of them use social networking every day, while spending 18 hours a day consuming media, MEDIAPOST reports. The hours are compounded in that a person watching TV and checking INSTAGRAM at the same time for one hour would rack up two hours of media consumption -- one for each device.
CROWDTAP also found that 30% of Millennials’ media time is spent with content created and curated by their peers, which means they are also acting as “always-on publishers.” They spend 18% of their time on social networking sites, compared to spending 20% of their time browsing the Internet, 13% of their time watching live TV and 10% watching pre-recorded TV.
In terms of advertising, only 12% of Millennials “use” banner ads on a daily basis, lowest of 16 media types listed. Over half (53%) say user-generated content has an influence on purchase decisions, while 44% say traditional media does and 23% credit banner ads.