The Millennial Index, a new study conducted by Bite and Redshift Research, has revealed evidence that questions the preconceived ideas that many in the industry have about how Millennials use the internet and digital media.
The Millennial Index, a new study conducted by Bite and Redshift Research, has revealed evidence that questions the preconceived ideas that many in the industry have about how Millennials use the internet and digital media.
According to the data, which took the opinions of 2,000 Brits and Americans aged between 17 and 31, Millenials are far from the social media obsessed, tech-savvy, celebrity-obsessed generation they are assumed to be, with a massive 43% of those questioned saying they didn’t use Twitter, and 59% claiming to spend under three hours a week on Facebook.
As well as this, their obsession with YouTube is apparently not as large as previously though, with only 29% spending over 3 hours a week on the video channel. The research revealed that in actual fact, young people spend more time on work/study related online forums and user groups than they do on other social media sites like Instagram, Pinterest or Tumblr.
The study also brings into question previously held ideas that Millennials are permanently attached to their smartphones and tablets, with a reported 65% saying they spend more time accessing the internet via a laptop or desktop PC than other mobile devices.
Claire Davidson, insight and strategy director at Bite, told The Drum: “There have been so many studies of this generation and many have painted a far too simplistic picture of how 17-31 year olds actually behave.
“A failure to understand their real behaviour means brands will fail to provide them with content and services that fit with and enhance their lives. It is time we are realistic about this generation and what they do online.”
Despite these apparent revelations, we must hasten to add that a group of 2000 people does not represent the whole of the ‘youth’ today. Though sample surveys are always taken in this manner, I’m just not sure these stats are all that representative. But then again, who am I to question the data but a lowly ‘Millennial’ myself…
Check out part of one of the infographics produced by the survey below:
