The Media Stream: Millennials Are Device Agnostic

Ikea announced yesterday that it’s going to be selling Internet-connected HDTVs that integrate seamlessly into its furniture products. No more cords, and no more periphery devices — instead the TV is loaded with apps and the DVD/Blu-Ray player is integrated into a TV stand cabinet. TechCrunch gives the Uppleva system bonus points because it treats the TV like what it has become, “a glorified monitor.” We can’t help but agree; TVs are simply one of many devices people can use to access a media stream, whether it comes from a cable, an external device, or the Internet.

Millennials are far less interested in traditional television than previous generations. While the TV is the focus of Boomers’ family rooms, only 28% of Millennials agree that they couldn’t live without TV, according to recent Ypulse research. In fact, half of Millennials say they only watch TV when they’re bored.

But clearly Millennials enjoy entertainment and video. The difference is that they’re device agnostic. In a typical week, Millennials over age 18 most commonly watch TV shows on a TV (66%), but 59% also watch TV shows streamed to their computer and 24% watch on a mobile device.

They don’t care much about the screen, so long as there’s a way for them to watch what they want when they want to watch it. They aren’t going to rapidly ditch TVs in favor of watching shows only on their laptops or tablets, but they are going to expect that the next TV they buy will allow them to watch all their favorite shows wherever they may find them — regardless if that’s on cable, Hulu, Netflix, a broadcast network’s website, or some new app or website that’s yet to be invented.

Moreover, like their computers and phones, their TV sets are going to be multimedia hubs. They’ll expect to be able to stream music from Pandora,…

 
 
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Millennial News Feed

Quote of the Day: “I use cloth diapers, and a lot of my coworkers don't quite understand this. They aren't condescending, per say, but I do think that they judge my less mainstream parenting style. Also, several of my online mommy Facebook groups can be VERY judgy.” –Female, 26, IL

‘90s kids (older Millennials) remember many products from the decade that have now sadly passed out of their lives. But some of their undying nostalgia is being rewarded: Coca Cola has brought back their lemon lime flavored soda Surge thanks in part to a Facebook group called “The Surge Movement.” The soda is being sold exclusively through Amazon, and the first batch sold out in about an hour. (The Verge)

GIFs are invading marketing, and the medium is now seeping into mobile communication. Popkey is essentially a GIF keyboard for the new Apple operating system. The app allows users to search for appropriate reaction GIFs without leaving their chats, save frequently used GIFs, or select from popular featured files. The tool could appeal to young consumers who are more interested in communicating via images than text. (TechCrunch)

Millennials’ reputation for not caring about cars might not be the whole story, and we’ve heard that having a car actually is important to them—if brands can create cars they want. Toyota is imagining what that car would look like with their concept the U^2, a “city car” for Millennials, or in their words, the “entrepreneurial, urban driver.” The imagined car is customizable, with a removable front seat, an iPad central console, and a tailgate that can turn into a ramp. Though Toyota isn’t likely to produce the U^2, it is possible that some of its features will be integrated into upcoming models. (Wired)

Despite the fact that the platform is technically ad-free, brands have infiltrated Vine, and its “Vine famous” stars now regularly team with companies for creative advertising. The young social media savvy players—each with millions of followers—are also becoming involved in more traditional media: Brittany Furlan has landed a sketch comedy show deal, Nash Grier is working on a film career, and Shawn Mendes’ record topped the iTunes charts. (Adweek)

Financial services are not appealing to Millennials, and the disconnect between the industry and the generation isn’t likely to be solved by reaching out to these young consumers on the platforms they frequent. A recent global study found that less than 1% of Millennials want financial service providers to contact them through social media, and 59% believe they haven’t seen financial products that are targeted at “people like them.” (CNN)

Looking for a quick Millennial stat to get you up to speed before a strategy session? Searching Ypulse is the best place to start! Silver and Gold members have access to 10,000+ articles, 20,000+ curated Millennial news items, 2 billion peer-generated opinions from our mobile, social Q&A network, and thousands of statistics on Millennials drawn from our bi-weekly national survey of the generation. Your search can begin and end with us. (Ypulse)

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