On average, Americans spend just over 32 hours a week listening to music in 2017, up 5.5 hours over last year. How is this possible? Technology. At home, at work and traveling in between, people are consuming more music than ever before, from more devices.
Back in spring of 2011, teens 12-17 spent an average of 9 hours and 15 minutes with AM/FM radio. Fast forward six years later, and these same consumers (now 18-to-24-year olds) spend an average of 10 hours and 15 minutes with radio each week.
Millennials now make up the second-largest generation group in the U.S. They also now have disposable incomes, making them attractive to marketers and brands who are so eager to reach them, as this group is highly engaged, using multiple platforms for many hours on a daily basis.
This report represents a selection of highlights from our second Millennials on Millennials report, which focuses on digital music and digital communication.
When advertisers think of reach, TV and internet are usually top of mind but Nielsen’s data shows that radio has the greatest reach of all electronic media. This report highlights radio’s ability to reach legal drinking age consumers in general and Millennials 21-34 in particular.
Millennials are a diverse group: 42% of them are multicultural. With this in mind, this report focuses on a key demographic within the generation—Hispanic Millennials—and their viewing habits around sports.
Millennials have grown alongside advancements in technology and media platforms, placing them in intriguing territory with regard to media habits. When it comes to television, their eyes are glued to the screen. With commercials, they’re still tuned in—but their eyes are on their cell phones.
Multicultural Millennials’ broad, unique buying habits are inspiring successful, popular cultural trends, and are having a profound effect on their peers, their parents and their children.
In the second of this two part video series, Nielsen's Drew McCaskill, SVP, Global Communications and Multicultural Marketing, delves into how companies have won with young African-Americans by creating culturally authentic products and advertisements.
In the first of this two part video series, Nielsen’s Drew McCaskill, SVP, Global Communications and Multicultural Marketing, discusses the size and scope of Black Millennials and breaks down some of the myths surrounding this segment.