Among Millennials (ages 18-35), men and women display different priorities when it comes to their preferred pastimes, according to [PDF] survey results from the Urban Land Institute (ULI) and Lachman Associates. Presented with a list of uses of free time and asked to select up to 5 favorite activities, a leading 58% of men said they watch TV, with about 4 in 10 saying they listen to or play music (43%), play computer games (42%), spend time with friends (41%) and spend time with family (38%). Among women, spending time with family (57%) is most popular, closely followed by watching TV (54%), with reading (47%), spending time with friends (43%), and listening to or playing music (39%) rounding out the top 5 most frequent activities.
It’s interesting to note that TV remains a popular free-time activity among Millennials: recent signs are that Millennials are moving their video viewing to other screens, although traditional TV remains their primary viewing source. Read the rest at MarketingCharts.