How Millennials Consume Digital Content and Advertising
Millennials are the key demographic for brands because they spend significant time consuming digital content across multiple screens like smartphones, tablets, and desktops. On average, millennials spend over 7 hours per day consuming content across different devices. Some of the major trends in how millennials consume content include binge watching shows, viewing content and interfaces as gaming experiences, cherry picking high consumption of shorter content on mobile, and the rise of live streaming and ephemeral social content like on Snapchat. Younger generations also have shorter attention spans and consume content vertically on mobile more than older generations. Playlist formats are generating more linear consumption trends. Native advertising is gaining prominence as an engagement metric instead of traditional click-through rates for banners which have very low
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How Millennials Consume Digital Content and Advertising
- 1. How millenials consume digital content and advertsing Javier Lasa @Javier_lasa
- 3. Millenials
- 4. ¿Why are they the sweet pot for brands?
- 6. Millenial 14-34 year Gen Z 8-13 yeas Gen X 35-49 year Boomer 50-65 year
- 8. Millenials and device usage
- 9. Not without my smartphone *Fuente: Mary Meeker Internet Trends Report 2015
- 10. Discovery systems evolution 1975-1995
- 11. 151 min smartphone 147 min TV 103 min Desktop 43 min tablet Average user spend 7,4 hours multiscreen *Mary Meeker Internet Trends Report 2014 Screen fragmentation
- 14. #1 Binge watching Original content will gain pace and scripted shows will serach for user interest and conversation
- 16. #2 Interfaces as gaming experiences Los40 gala streaming - 500k videos and 300K social actions
- 18. #3 Cherry picking High consuption frecuency with shorter attention Prefereabily short form on mobile devices
- 20. #4 Shorter attention spam Year 2000 12 second average attention year 2014 8,5 0,5 less thana a goldfish *Strategic brain institute 2014
- 22. #5 Live streaming rocks Periscope , Yahoo screen line, Huff live, Pluto TV
- 24. #6 Ephimerous content Snapchat webseries “Literally can´t even” • Vertical screnn • 5 min episodes (short form) • Vanish after 24 hours
- 26. #7 vertical framing 29% os multiscreen usage is done with vertical screen 2015
- 27. Multiscreen consuption Time spent by scre nn device2010-2015 (USA) *Fuente: Mary Meeker Internet Trends Report 2015
- 29. #8 Playlist as new EPG Autoplay and playlist is generating linar consuption trends towrad lean back experiences
- 31. #9 Its more likely you will survive a shark attack than clicking on a banner 0,2 % CTR banner display Out of “viewability” (IAB 50% at least 1s)
- 32. In 1941 was broadcasted first TV spot In 73 years nothing has changed in TV advertising
- 33. First banner is 20 yeras old and since then is loosing efectiveness from 44% CTR to 0,2 Display advertisng today same as yesterday
- 35. Upworthy: attention minutes Buzfeed: shareability (POUND) Medium: TTR Total Time Reading Engagement new ROI and value model