TV is also the device with the largest reach for each generation, with 97% of all adults watching at least some TV on a weekly basis. While TV maintains significant reach across the generations, the same isn’t true for other devices and media. More than three-quarters – 77% – of Millennials own a smartphone, for example, compared to just 48% of Baby Boomers (50-69) and 16% of Silents (70+).
By contrast, the weekly reach of newspapers and magazines is significantly higher among older generations than younger ones, a trend discussed in more detail in MarketingCharts’ latest Debrief, “Advertising to Baby Boomers; The Why and How” download page. Indeed, newspapers emerge as an effective advertising channel for Boomers, with the study revealing the national newspapers for which they over-index the most in readership.
Baby Boomers are an important target for advertisers given their discretionary spending. As the Experian study illustrates, Baby Boomers’ aggregate annual spending on non-essentials totals more than $683 billion, almost double the aggregate figure for Millennials ($367.4 billion).
Meanwhile, although TV is the device with which they spend most of their time, Millennials – not surprisingly – are avid smartphone users. On average, Millennial smartphone owners spend roughly 14.5 hours per week using their devices, or more than 2 hours per day. Overall, they account for 41% share of aggregate time that Americans spend with smartphones, despite comprising just 29% of the population.
Some 43% of Millennials access the internet more through their phone than via a computer, with that mobile-first mentality only shared by 20% of adults aged 35 and older. As one might expect, Millennials can be found using their smartphones at a greater rate than the typical adult throughout the day. Typically, the report finds, smartphone usage by Millennials peaks between 4 and 6PM, when 69% of owners are using their devices. Millennials are even using their smartphones at the midnight hour – literally – with 28% using them between midnight and 1AM.
The report also reveals some discrepancies between Hispanic and non-Hispanic Millennials. Interestingly, Hispanic Millennials spend considerably less time with media (58 hours per week) than non-Hispanic Millennials (69 hours), while reserving a majority 52% of that time for traditional media such as TV, newspapers, magazines, and radio. Although Hispanic Millennials maintain a slight skew towards traditional media, those who own smartphones spend more time per week using them than their non-Hispanic counterparts (15.4 hours versus 14.3 hours). Moreover, Hispanic Millennials are more likely than non-Hispanic Millennials to be mobile-first, as 46% primarily access the internet via their devices."
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