While using online video to target millennials seems to be a no-brainer at first glance, the study concluded that this group was also more likely to be distracted while watching content. In fact, 49% of millennials admitted to multitasking on a web-enabled device when watching videos on TVs, PCs, smartphones or tablets. That figure dropped to 36% for Gen Xers, and fell even further to 26% for baby boomers.
These distractions seem to result in digital video advertisements leaving less of an impact on millennials. The survey found that millennial video viewers recalled ads with less frequency than did Gen Xers, no matter what device was being used to watch content. Read the rest at eMarketer.