Youth, Multicultural Demographics to Sway Millennial Media Use

As marketers consider the best way to convince young consumers to sample their products and services, they should keep 2 specific details in mind while they determine which ad platforms work best. This generation has always been digital so it should be no surprise that at least ½ of these consumers use social media to find information. The other key demographic fact is that over 40% of Millennials are nonwhite.

The demographic composition of Millennials breaks out as follows:

  • White 57%
  • Black 13%
  • Asian 9%
  • Hispanic 21%

Millennials are also tech-​heavy consumers with 37% believing that they can impress their friends with the number  and type of gadgets they own. Compared to other age groups, Millennials overindex on video game systems, MP3 systems, and smartphones.

When considering TV advertising, marketers should remember they can reach Millennials through online video. These consumers are twice as likely as others to watch video clips. In addition, Millennials feel that TV content should be available to them when and where they want it. Often this means finding and downloading content online. As a result, marketers must use digital ad formats to reach younger consumers.

Scarborough analysts, in analyzing their Millennial data, advise traditional newspaper firms to emphasize brand instead of platform. Most importantly, these media companies should roll out news in the social media environment which is where Millennials get their initial information on current events. In doing so, they can encourage Millennials to click on links to the whole story in their digital space where they can also target them with ads. These days, the content should also cover topics which interest the multicultural members of Millennial generation.

[Source: How Millenials Engage with Media. Scarborough​.com. 2012. Web. 30 Nov. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.