Late Millennials: A Study in Media Behavior
Early Millennials (those 25 to 34 years of age) have received the “gold treatment” from the research community. Conversely, Late Millennials (those between the ages of 18 and 24) have are poorly understood, especially in regard to their unique video viewing behavior and preferences. Because this age group is and will be responsible for defining video models for decades to come, traditional models are being challenged in order to accommodate these tech-savvy and demanding consumers. This quantitative study was designed to better understand this unique segment.
This project explores the video experiences, behaviors, and preferences of 18-24s in regard to:
- Ownership, use, and connectivity of net-enabled video devices;
- Subscription to and use of digital video services, both traditional and over-the-top;
- Use of social entertainment and video recommendation services;
- Video content consumption by device;
- On-demand versus live linear access to video services;
- Features and applications enabled by broadband-connected video displays; and
- Appeal of various new broadband TV services.
This is but a short list of the topics addressed in the extensive 24-minute survey of US adult broadband users between the ages of 18 and 24 — so-called ‘Late Millennials.’
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