Researchers have been busy analyzing consumer drift from traditional TV viewing into other forms of content and through a variety of new devices. YuMe has uncovered just how significant this drift is by generation, device and location in its Insights from Multi-Screen Research report. Their findings show the increasing need for marketers to focus on multi-screen promotions when they target younger consumers.
Millennials are far more likely than other age groups to watch specific kinds of video on connected TVs, PCs or mobile devices. 37% view TV shows, 28% view movies and 33% check out user-generated content in this way. The top content viewed by Gen X consumers through these channels is TV shows (26%) and for Baby Boomers, it’s news (18%). Web-video viewing by Millennials is done primarily through smartphones (49%).
Millennials are notorious multitaskers. Only 57% recall smartphone ads delivered during a multitasking session compared to 59% of Gen X consumers. The numbers are slightly lower for tablet browser and tablet app multitasking sessions.
Millennials also take advantage of device mobility to watch videos in places other than home. This includes viewing while commuting (32%), at work (31%) and at a bar or restaurant (20%).
No other generation confesses to as much multitasking as Millennials with 94% likely to be doing at least 2 things at once. The related numbers for Gen X and Baby Boomers are 87% and 80%, respectively.
The message from the study is that marketers who are trying to influence Millennials should be using video in several formats in order to make an impression on the increasingly fragmented attention of this audience. Marketer should also know that 6.7% of Millennials say they consider ads showing on a smartphone to be from a ‘modern brand’ while those only 3.1% feel the same about brands that show video ads on TV.
To learn more about Millennials, check out the AudienceSCAN report available on the Research Store at ad-ology.com.