Are Your Clients Present Where Millennials Search?

BY Rachel Cagle
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Millennials aren’t the high school-​college-​age, avocado toast-​eating kids many members of the older generation picture. They’ve grown up. The youngest are quickly approaching their 30s. They have jobs, kids and are drivers of many markets. It’s time that the marketers who have been sleeping on millennial-​targeting advertisements take advantage of the benefits this generation has to offer their clients. Here’s what your client needs to know to do so.

Are Your Clients Present Where Millennials Search?

How Millennials Look in 2022

First of all, let’s change your client’s perspective of millennials. According to a report by GWI, here’s the percentage of millennials who are currently:

  • Homeowners: 62%
  • Parents: 60%
  • College Graduates (Bachelor’s, Master’s or doctoral degree holders): 55%
  • Married: 49%

Another 30% of millennials hold mid-​senior, senior or executive management positions at work, with an additional 29% expecting promotions within the next six months.

Additionally, according to AudienceSCAN on AdMall by SalesFuel, millennials have average household incomes of:

  • $25,000 to $49,999: 22%
  • $50,000 to $74,999: 18.9%
  • $75,000 to $99,999: 11.9%
  • Over $150,000: 11.5%

All in all, they’re definitely not an audience that should be overlooked by your clients.

Advertising to Millennials

Millennials grew up in a time when traditional media’s roots were still firmly planted, but technology was also a huge and upcoming part of their lives. So, to best target this generation with advertisements, your client should utilize both traditional and digital ads.


Millennials spend more time watching broadcast TV than any other medium, with a daily average of two hours and 52 minutes. That’s only six minutes below the average time U.S. consumers as a whole spend watching TV on a daily basis. While broadcast TV is the top media type that millennials consume on a daily basis, it’s followed closely by digital media types. Digital media makes up the majority of the other media types millennials consume, but a few other traditional media types make the cut:

  • Broadcast Radio: A daily average of one hour and 16 minutes
  • Physical Print Press: 54 minutes

Both of these traditional media formats are consumed more by millennials than U.S. consumers as a whole, on average.


Digital media may not take the lead in media formats that millennials spend the most time consuming, but it does claim the next six slots:

  • Social Media: A daily average of two hours and 36 minutes
  • Music Streaming: Two hours and 20 minutes
  • Online TV: Two hours and 17 minutes
  • Gaming Consoles: One hour and 53 minutes
  • Online Press: One hour and 17 minutes
  • Podcasts: One hour and 16 minutes

As you may have guessed, since 2021, millennials have been using their mobile devices more than PCs and laptops to consume digital media. But mobile just barely wins. Of the seven hours and 32 minutes the average millennial spends online per day, three hours and 56 minutes are spent on their mobile devices. The remaining three hours and 36 minutes are spent on their PCs and laptops. So, while the difference between the two device types is only 20 minutes, it does suggest that your client should be creating their digital advertisements with mobile accessibility in mind.

Get the Details of Where to Post Your Client’s Ads

Knowing which types of media millennials spend their days consuming is only the first step in creating a marketing plan for your clients. Which broadcast TV channels should your client’s commercials be aired on? What social media platforms are millennials using? How are they streaming their music and TV? You can learn the answers to all these questions and more under the Millennials audience profile on AudienceSCAN on AdMall by SalesFuel.

Photo by Sai de Silva