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[SHARED CONTENT] DIGITAL AND MEDIA CONSUMPTION PREFERENCES AMONGST MILLENIALS-HOW TO ADVERTISE TO GENERATION X.

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Tuesday, 07 April 2015
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Using the most recent data from comScore,
Noise|The Intelligence Group’s Cassandra
Report and nScreenMedia’s report “What
Millennials Want from TV,” here are some points
that explain some of this generation’s media-
consumption habits.
For starters, 77 percent of the 3044 millennials
surveyed across 10 countries said that it was
important to be informed about current affairs
and news, according to the Cassandra Report.
Additionally, a whopping 60 percent of the
sample size said that they relied on social media
for keeping up to date with current affairs and
news — not surprising for a generation that
always likes to be connected. Everyone, marketers and brands included, is
obsessed with millennials. Millenials cannot be
ignored for one simple reason: They
comprise the largest demographic in the
country.
This generation of 18-34-year-olds is also
digitally native, which means that marketers
and brands that want to engage with them
need to understand their media-consumption
habits. Its worthy to note that three out of four own a
smartphone and they also thrive on social media,
using it as a source of current affairs apart from
networking. They have an increasing affinity for
image-sharing platforms which puts instagram and snapchat on top of their games and despite the
prevalence of Netflix, Hulu and youtube a majority of
millennials still have paid-TV subscriptions especially in the united states and india. Millennials like to be informed through their
desktops and mobile devices. For their multi-
platform news diet, they rely most heavily on
the Huffington Post, followed by Yahoo-ABC and
then CNN. Popular among Nigerians are privately owned blogs like lindaikeji blog, bellanaija and some music sharing sites that have decided to diversify their services from not only streaming music but also buzzing feeds e.g tooxclusive.com and 360nobs.com owned by a brands and advertising practitioner himself-Noble Igwe.
Lately “FEM-VERTISING” has been taking centre stage. Earlier this year Merrill Lynch estimated the spending power of females at a whooping $5trillion in the United States. According to reliable sources the Chief marketing officer of Trulia last year confirmed that that 96 percent of the influence in a purchase belongs to the ladies and the company launched a $45 million campaignaimed at them.
Other brands in Nigeria that had leaned on femvertising is indomie noodles, procter and gambles pampers baby diapers and always sanitary pads. For more than a year, starting with Dove’s “Real
Beauty” campaign, brands have flooded the
airwaves with ads pushing pro-female messages,
with some partnering with big media names like
Glamour, Hearst and Cosmopolitan to tap into the females empowerment trend. For marketers seeking a connection with this
powerful demo, knowing their media preferences
can ensure messages are being received by women
on their terms. Meredith commissioned research
firm Insights in Marketing to conduct a study of
more than 2,500 women ages 18-67 to find out more
about women’s preferred channels, digital
preferences and the kinds of content they’re likely
to pass on to their peers.

Compiled and edited by: @djshyluckjimmy
facebook/instagram: @jimmyadesanya

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