Digital Lifescapes

Media tablets, especially for younger people, are an extension of the television program viewing experience. The implications to advertisers on TV could be very significant, because much of the use occurs during commercial breaks. According to the latest market study by NPD Group, 56 percent of U.S. tablet owners age 18-34 use their tablet for activities related to the TV program they are watching, or for other online related activities.  In contrast, this compares to just 41 percent among all tablet owners age 18 and older. The top three TV-related tablet activities among Millennials are: Searching for TV programs to watch (34 percent). Social media engagement related to a TV program (31 percent). And, learning more about the program they are viewing (30 percent). Even more tablet owners age 18-34 say they want to use their device in conjunction with TV viewing in the future, and apparently social media is a driving factor. Among Millennial tablet owners, 44 percent ...

Wi-Fi adoption within the home is now pervasive, but application usage can vary. According to the latest market study by The Diffusion Group (TDG), 74 percent of Millennials that use a home network describe their use as either 'equally' or 'primarily' media-oriented, a rate that decreases linearly with increasing age. TDG’s detailed market assessment notes that this is coincidental with the fact that young adults consume greater amounts of digital media in the home from online video sources such as Netflix -- certainly more so than their older counterparts. While the percentage of digital media-oriented network users is relatively equal among the two Millennial segments, differences do exist. For example, among Late Millennials (18-24s), 24 percent are media-centric network users, significantly higher than Early Millennials (25-34s) at 15 percent. However, hybrid use (that is, equal use of the network for media and data purposes) was selected by 58 percent of Ea...

comScore released a report highlighting the results from a recent market study that identifies the unique characteristics of the Millennial generation -- defined as persons born between 1981 and 2000. The study examined the Millennial response to different types of advertising, including TV and digital -- compared to older generations -- and how marketers can most effectively target this large and important segment of the marketplace. "The 79 million Millennials in the U.S. have an estimated purchasing power of $170 billion per year, making them a highly attractive segment for brands to target," said comScore vice president Bert Miklosi. Their comfort-level with the Internet and new technology in general makes the digital medium an ideal platform for reaching these individuals. But Millennials are much more difficult to persuade with advertising -- especially the poorly conceived ads that you typically find on broadcast radio and TV channels. Key findings from the co...