A new study reveals that millennials, a desired segment of the population for advertisers, span such a wide age range that they are actually quite segmented themselves! The study, performed by Nielsen, shows that how they watch TV and interact with ads depends on what stage of life they are in. Millennials range from their early twenties to mid thirties, which are quite a formative time in someone’s life, and in your early twenties you are likely doing things a lot different than by the time you make it to your mid thirties.
Nielsen found that there are three main segments of millennials. First of all, there are the “Dependent Adults.” These are people who, for one reason or another haven’t been able to leave their familial homes and choose to stay with their parents throughout this early stage of adulthood. This trend became even more common during and after the “Great Recession” when it was hard for young people to find work, or to be able to afford their own place due to crushing student loan debts, even if they had a job. The next segment is “On Their Own,” or millennials who have been able to make it work out to live in their own place, without their parents. These people are able to support themselves for the most part, and they don’t have children. And finally, there is the “Starting a Family” segment of millennials who live on their own and either have children already or are planning on having kids in the near future.
The reason for this segmenting is that these groups all have very different behaviors when it comes to watching TV. The On Their Own group is the most likely to use VOD supscription services like Netflix or Hulu, while those who are Starting a Family are more likely to use DVDs or a DVR, and watches the most TV live on their set.
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