The research firm’s Fourth Quarter 2015 Total Audience Report claims that people under the age of 35 are more likely than older viewers to use a TV-connected device – such as a games console or multimedia devices – on any given day.
On an average day, 56% of those aged 18-34 watched TV only via the TV, 14% watched only via a TV-connected device and 29% tuned in via both methods, according to the US research.
Millennials that don’t still live at home, but have not yet started a family, were most likely to use a TV-connected device with 53% doing so on any given day they use a TV set, said Nielsen.
The research found that the average person aged 18-34 spent two hours and 45 minutes daily watching live TV in Q4 2015, and one hour and 23 minutes using TV-connected devices – a total of four hours and 8 minutes using a TV set for any purpose.
Elsewhere, the study found that 7% of those aged 18-34 lived in broadband-only homes and use the web to watch video on TV sets. By comparison, some 12% of millennials lived in broadcast-only homes where they get TV only through an antenna. The rest subscribe to multi-channel services.
Millennials that live on their own are the least likely to have multichannel service, and the most likely to be in a broadband-only home, while those in the ‘starting a family’ stage of life are more likely than those without children to have multichannel service or a working antenna, according to the research.
“This implies that doing without cable and solely relying on Internet-streamed video may be a life stage choice rather than a permanent decision,” said Nielsen.
Commenting on the findings of the report, Nielsen senior vice-president of audience insights, Glenn Enoch, said: “Much research and writing is done about millennials – how their technology ownership is different from older adults and how they are changing media consumption.”
“However, 18-34 year olds are not a monolithic group with a common set of technologies or behaviours. Their lives are in rapid transition as they join the workforce, move into their own homes and start families.”
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14 June 2021 @ 15:00:01 UTC