Nielsen Study Looks At Millenial Males (And They DO Listen To Radio)
December 10, 2014 at 8:46 AM (PT)
NIELSEN research into Millenial males depicts the members of the Men 18-34 demographic as heavy digital consumers and heavy radio and music listeners.
The study says that 88% of U.S. Millenial males listen to radio each week, and spend 11 hours and 42 minutes with radio weekly, as opposed to 10 hours and 46 minutes for women. Millenial males also show more interest in customized streaming services like PANDORA and SPOTIFY than other demos.
In other media categories, 70% of Millenial males use social networking, contrasted with just 38% for older men. 38% use Twitter, 56% download games, 57% download apps, and 51% use a game console.
The research also shows that Millenials are "more likely than Gen X or Boomers to hear of what's going on with companies through social media tools" and "more likely to trust the information they learn about a company through social media than information offered elsewhere." The study notes that conventional wisdom has Millenial males "all but impermeable to marketing" but that research shows them "not only receptive to marketing, but that they proactively try to learn more about the companies they hear about or do business with—and their interest is growing." They also identify more with ads showing "'normal' guys in extreme or exaggerated situations," with slapstick, edgy, and sarcastic humor working best.
Read more from NIELSEN's study by clicking here.