Millennials are often the most stereotyped, yet coveted, group for marketers. The second-largest generation group in the U.S. has now “grown up,” and its consumers have disposable incomes. This provides a plethora of opportunities for advertisers and marketers who are so eager to reach them, as Millennials are highly engaged, using multiple platforms for many hours on a daily basis.
Volume II of Nielsen’s Millennials on Millenials report series offers critical insight into Millennials influence and engagement. The report is unique in that it was produced and researched by a team of Nielsen Millennial associates, utilizing their everyday experiences as they compiled data and insights about the lifestyles of their peers—who are often the first to recognize emerging trends, technologies and cultural phenomena. Nielsen Millennial associates have the unique ability to leverage this data to discover ways to reach their own generation.
Within a fragmented media landscape, the myriad forms of engagement are as varied as the personalities that use them. So what drives Millennial media involvement when it comes to music streaming?
Millennials are active listeners of music streaming services and are 21% more likely to frequently choose songs than to let the music play without making changes. They also access digital music more regularly than consumers 35 and older. While Millennials are active listeners, they’re 18% more likely to use multiple music apps on a monthly basis. In fact, nearly 60% of Millennials use two or more apps for streaming, compared with only 39% of consumers aged 35 and up.
The recent report also sets the record straight on the frequent misconception that digital music has replaced radio for this generation. In actuality, broadcast radio penetration has remained steady in recent years. Notably, while digital radio reach has increased steadily over the past five years, Nielsen’s Total Audience Report highlights that tune-in across traditional AM/FM radio remains consistent, as 93% of Millennials listen each week.