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: “YouTube is an ocean of entertainment. No other app can provide as much entertainment as YouTube.” –Male, 18, NY

As Millennials’ spending power begins to outpace Boomers’, what are they buying more than any other generation? The answers might surprise you. A list of ten things that young consumers are buying more often include gas station food and snakes (?!). But the rest of the list is less shocking: they’re also buying more craft beer, piercings and tattoos, same day delivery, and, of course, hot sauce. (Time)

Facebook has been upping their video game as the online content wars have heated up, and it seems to be paying off.  The social network’s recent earnings report shows a significant increase, brought on by their video growth. The report says that “billions” of videos are watched on the platform each day, and that 75% of those are on mobile. Facebook Pages (for celebrities, businesses, etc.) have reportedly been sharing 40% more video since the beginning of this year alone. (Streamdaily)

In a recent New York Times article examining campus suicide, Cornell’s director of counseling cited the pressure to look perfect on social media as an amplifier of the problem, “since students feel compelled to post smiling selfies even when they’re struggling." One female student tells New York Magazine, “When I posted [this photo], I subconsciously hoped that if I could convince others I was happy, then maybe I could believe it myself.” (NYMag)

We know Millennial men want to be hands-on dads, but some might be finding fatherhood a more difficult balance than they had planned. Researchers say that their struggles could be because workplace policies have “not caught up to changing expectations at home,” and Millennials’ more egalitarian views on parenthood. One survey found that 24% of Millennial men who had not had children expected to shoulder most of the child care responsibilities, while only 8% of those with children actually did. (NYTimes)

Though young consumers are certainly shopping from their phones, our list of their top ten favorite apps did not include any from the retail category—hinting at an opportunity for retailers to step up their mobile game. Online-only store Everlane has created an app to “cater to their biggest fans” with suggestions on what to wear based on the daily weather, and early exclusive access to items on the app only. (TechCrunch)

Quote of the Day: “Pandora is my favorite app because I LOVE music and creating stations that introduce me to new songs I didn't know about.” –Female, 31, GA

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