TORONTO – Regardless of whether they are focussed on their schooling, their careers, or starting families, television reaches at least 94% of Canadians millennials every week, according to new data from Numeris.
Noting that major life change happens during the ages from 18 to 34 years, the broadcast measurement company divided millennials into three distinct groups: Dependents, who live at home with parents (53%); Independents, who live in their own home and do not have children (28%); and Parents, who live in their own home with children (19%).
Highlights from the research include:
– The largest TV reach and highest average weekly viewing hours is attributed to Millennial Dependents;
– Millennial Parents watch the most TV on their mobile, and the least amount on their computer;
– Millennial Independents view the largest amount of video (other than TV) via their mobile phone;
– Millennial Independents watch the most TV at work (14%) and the most (40%) television in out-of-home locations such as cafes and bars (excluding work, school, library, vehicle);
– Montreal has the highest concentration of Millennial Dependents and Independents, and Calgary has the most Millennial Parents.
These tech savvy millennials show different video consumption patterns at different life stages yet they are often treated like a homogeneous group. Understanding these differences can aid advertisers, agencies and broadcasters in their continual search on how to best reach and communicate their advertising message to millennial consumers.
