Millennials are more likely than previous generations to multi-task with other connected devices, according to a new study.
To any Millennials reading this, we have a question: Do we have your undivided attention? A new study of Millennial media consumption habits suggests not.
Millennials are more likely than previous generations to multi-task with other connected devices, according to the study conducted by by YuMe and IPG Media Lab. More than nine-in-ten Millennials (94 percent) are identified as heavy multitaskers compared with 87 percent of Gen Xers and 80 percent of Baby Boomers.
They are also the heaviest viewers of all types of video content, the most popular being TV shows (37 percent), user-generated content (33 percent) and movies (28 percent). Smartphones are the most popular device for watching video content in most places, the survey finds. Ads viewed on these devices are most likely to be associated with a brand that are considered by Millennials to be “on its way up,” compared with 6 percent of Gen Xers. Brand recall, too, was highest for ads seen on a smartphone than on the television, PC, tablet browser or tablet app.
Among Millionaire Millennials surveyed by Spectrem's MIllionaire Corner about their mobile technology usage, smartphones reigns as the device of choice for 88 percent of respondents, the highest percentage across all age groups. Likewise, Millionaire Millennials were likelier than their older counterparts to use a tablet or e-reader, such as a Kindle (83 percent). Their usage of a PC or Mac to log onto websites is consistent of Baby Boomers and seniors (eight-in-ten).
But among Millionaires surveyed, tablets edged out smartphones as the device of choice for following the news (29 percent vs. 25 percent) and obtaining information of financial products and services (25 percent vs. 17 percent).
The smartphone regains its edge when it comes to the preferred device for checking account information (21 percent vs. 17 percent) and getting market updates (39 percent vs. 9 percent).
Donald Liebenson writes news and features for Millionaire Corner. He has been published in the Chicago Tribune, The Chicago Sun-Times, The Los Angeles Times, Fiscal Times, Entertainment Weekly, Huffington Post, and other outlets. He has also served as a marketing writer for Chicago-based Questar Entertainment and distributor Baker & Taylor.
A graduate of the University of Southern California, he is married with a college-age son. He also writes extensively about entertainment.