According to a new study from Nielsen about millennials and their use of digital music and communication, they are less likely to stay loyal to a specific media the way other generations are. Despite this, millennials are consuming an enormous amount of content every week.
Of people aged 18-34 and 35-49 especially, devices are being used during all waking hours of the day. Many people even keep their smartphones close by and turned on while asleep.
In the first quarter of 2017, millennials aged 18-34 used their smartphone to access both apps and the web for 78 billion minutes in the average week; that’s about 1,062 minutes per millennial. For people aged 35-49, 73 billion minutes were spent using a smartphone in an average week.
Podcasts, Nielsen noted, are an opportunity for marketers to engage with millennials. Around 37 percent of millennials reported listening to podcasts at least once each week and 13 percent said they listen every day. Read the rest at AdWeek.