You were right advertisers; Millennials are hard to pin down. A recent Nielsen study found that 18-34-year-olds are in “constant flux,” and so are their media consumption habits. Their life stage may shape their preferences more than their age, and the research compared those living in someone else’s home (usually a parent), those on their own, and those starting a family. Millennials living on their own are more likely than any other group to have a multimedia device, internet, and laptop, and access to a streaming service. Not surprisingly, those with families spend the most time at home, watching the most live TV, and have the highest total TV screen use. (Adweek)
