This document discusses marketing to millennials (ages 18-34). It provides 5 key points about millennials' media consumption habits: 1) They spend a full day per week online and on mobile, 2) They are more likely to own smartphones, 3) Their social media activity is fragmented across multiple platforms but Facebook still dominates, 4) They watch TV on their own schedule via on-demand and online streaming, and 5) They see more digital ads and are easier to target than other age groups. The document recommends how to reach millennials through digital advertising, social media, television, and radio.

1. Created By
Troy Smith
6/20/14

2. Millennials, the generation born beginning in 1980 (and defined for the
purposes of this analysis as adults ages 18-34), are an extremely unique
demographic segment with digital media consumption habits that vary
greatly from older generations. While those age 35 and older still
comprise the majority of media audiences in the U.S., Millennials account
for a disproportionate share of total screen time and provide a useful
glimpse at what the future of media consumption will look like. As time
goes on, the different viewing habits and behaviors of Millennials will only
become more mainstream.
While most Millennials remember a time before the consumer internet,
the majority came of age as the web came into existence and evolved into
what it is today. Because their media consumption habits serve as a
leading indicator for the broader media landscape, understanding how to
market to this valuable demographic is vital to brands, agencies and
media companies seeking to stay ahead of the curve.
With that in mind, here are 5 Things every marketer should know
about marketing to Millennials…
5 Things EVERY Marketer Should
Know About Millennials: The
Potential Customer
Source: National Data, comScore 2013 – Whitepaper – Adam Lella and Andrew Lipsman

3. #1
Millennials Spend A Full Day Of Every Week
Online, & Are MOBILE HEAVY Users
Millennials spend a good portion of their lives online. In fact, they spend an average of
96 hours – the equivalent of four full days – online during the month of November
across both desktop and mobile internet platforms.

4. #2 Millennials Are More Likely
To Own Smartphones
There is a popular notion of Millennials living their lives on their smartphones, and the data suggest that
this is very much the case. Millennials have a substantially higher rate of smartphone penetration with
their age segment than their older counterparts, with more than four out of every five Millennials using
a smartphone compared to just over two out of three 35-54 year-olds and two out of five 55+ year-olds.

5. #3 Millennials’ Social Activity Is More
Fragmented, But Facebook Still Rules
The most differentiating aspect of Millennials social media behavior is their fragmentation of usage
beyond Facebook. Millennials are active on all seven of the selected major networks, skewing more
heavily than their older counterparts on Instagram, Twitter, Tumblr, Pinterest and Snapchat.

6. #4
Millennials Watch TV On
Their Own Schedule
Millennials grew up with more TV viewing options than previous generations, and as a result they
have very different video consumption habits. Millennials seek, and sometimes even expect, to
watch TV when and where they desire. In effect, this younger generation more strongly prefers
watching video on-demand and TV shows on the Internet than those 35 and older.

7. #5 Millennials View More Digital Ads,
Thus Are Better Targeted On Average
The number of gross ad impressions provides an indicator of the volume of ads to which Millennials
might be exposed, but it’s also important to consider how difficult it is to target a specific audience.
The reality is that Millennials are much easier to target compared to other age segments, making them
an extremely desirable marketing segment. According to comScore’s most recent vCE Benchmarks
data, 18-34 year-olds exhibited the highest display ad targeting efficiency from among its peer groups.
% Display Ads % Total Targeting
Demos In-Target Pages Viewed Efficiency Index
Females 18-34 35% 16% 219
Females 18-49 43% 30% 143
Females 25-49 37% 24% 154
Females 25-54 36% 29% 124
Females 35-64 31% 26% 119
Males 18-34 42% 18% 233
Males 18-49 45% 32% 141
Males 21-34 33% 15% 220
Males 25-49 32% 25% 128
Males 25-54 42% 29% 145

8. Requested TARGET:
Adults 18-34

9. Recommended TARGET:
Adults 18-34 Who Commute By
Auto & Own A Smart/Cell Phone
*Sample of respondents: 177

10. More about their Customers…

11. Age %
Average 27
Marital Status
Single, never married 62.2
Widowed 0.0
Divorced or separated 2.6
Married 27.0
Living together 7.5
Home Ownership
Own 40.9
Rent 44.4
White/Blue Collar
White collar 71.4
Blue collar 21.5
County
King 52.1
Kitsap 5.6
Pierce 18.5
Snohomish 15.4
Thurston 8.4
Children In HH
Yes 38.0
No 62.0
Education
High school grad or less 22.6
Some college/ Voc/Tech 28.4
College graduate 39.8
Some post-grad/Grad degree 9.2
5.0%
4.2%
8.5%
10.0%
21.3%25.6%
25.4%
Household Income
None/Refused
$0-$25K
$25-$40K
$40-$50K
$50-$75K
$75-$100K
$100K+
45.5%
54.9%
Gender
Male
Female
PROFILE:
*CLIENT NAME Prospects AverageHHI: $92,585
A18+ Average HHI: $92,497
Source: Seattle, WA – Stowell 2014 - *TARGET - A18-34 Who Commute By Auto & Own A Smart/Cell Phone - N=177

12. What is their PRIMARY Source for news?

13. TV Is Primary Source For Local News
Source: Seattle, WA – Stowell 2014 - *TARGET - A18-34 Who Commute By Auto & Own A Smart/Cell Phone - N=177
TV
33%
Mobile
26%
Internet
22%
Radio
13%
Newspapers
5%
Other
1% When looking at Young CLIENT
NAME prospects*, the local news
media exposure chart to the left
depicts the power of TV, Mobile and
Internet combined (81%)!

14. REACH Millennials
With

15. =
70%
In One Week, Reach 332,423 Customers
Source: Seattle, WA – Stowell 2014 - *TARGET - A18-34 Who Commute By Auto & Own A Smart/Cell Phone - N=177 - Visited KING, KONG, NWCN, king5.com & nwcn.com in the past week

16. Competitive Media Analysis:
Digital & Radio

17. Why Consider KING5.com For Your Media Buy?
Source: Seattle, WA – Stowell 2014 - *TARGET - A18-34 Who Commute By Auto & Own A Smart/Cell Phone - N=177
komonews.com
kirotv.com
q13fox.com
88,116
80,894
73,880
28,705
Visited These Seattle Media TV Sites Past Week
In the past seven days,
KING5.com reaches more
Young CLIENT NAME
prospects* than any other
Media TV site in Seattle .

18. Why Consider KING5.com MOBILE For Your Media Buy?
Source: Seattle, WA – Stowell 2014 - *TARGET - A18-34 Who Commute By Auto & Own A Smart/Cell Phone - N=177
kirotv.com
komonews.com
seattletimes.com
57,576
54,263
52,191
51,028
Visited These Seattle MOBILE Sites/Apps Past Month
In the past month,
KING5.com’s MOBILE
reaches more CLIENT
NAME prospects* than
any other major Media TV
or Print site in Seattle.

19. 332,423
292,060
192,599
175,731
151,015
150,943
143,161
137,607
134,916
125,247
100,003
92,930
91,515
91,273
88,367
69,489
66,842
59,620
45,615
33,263
8,741
The HOMETEAM**
KING, Channel 5, NBC
Movin' 92.5
Kiss 106.1
KUBE 93, KUBE-FM
The End 107.7, KNDD-FM
Star 101.5
Hot 103.7
99.9 The Rock, KISW-FM
Today's Country 94.1, KMPS-FM
96.5 Jack FM
Oldies 95.7, KJR-FM
Classic Rock 102.5, KZOK-FM
710 ESPN Seattle, KIRO-AM
Click 98.9
Warm 106.9
SportsRadio 950, KJR-AM
KOMO News Radio
News Talk 97.3, KIRO-FM
88.5, KPLU-FM
The Fan, 1090 AM
The Home Team/KING5 & The TOP Radio Performers
Source: Seattle, WA – Stowell 2014 - *TARGET - A18-34 Who Commute By Auto & Own A Smart/Cell Phone - N=177 - **Visited KING, KONG, NWCN, king5.com & nwcn.com in the past week
When lookingat Young CLIENT
NAME prospects* on a weekly
basis, The Home Team* and/or
KING5-TV convincingly
outperforms the TOP Radio
Stationsin the Seattle market.

20. REACH Millennials
With FOOTBALL…

21. Pro FOOTBALL On
Source: Seattle, WA – Stowell 2014 - *TARGET - A18-34 Who Commute By Auto & Own A Smart/Cell Phone - N=177
Sports Watch On Television Adults 18+ Prospects* Index Cume
Professional Golf 16.1 15.3 95 72,164
Mariners games 38.1 33.4 88 157,909
Sunday Night Football 52.7 63.8 121 301,256
Monday Night Football 53.1 60.0 113 283,339
The 5th Quarter 22.8 30.2 133 142,744
Seahawks games 73.2 76.5 105 361,493
Young CLIENT NAME
prospects* are 33% more likely
than the average adult to view
The Home Team’s 5th Quarter
Show.

22. Millennials DIGITAL
Advertising
Engagement…

23. Source: Seattle, WA – Stowell 2014 - *TARGET - A18-34 Who Commute By Auto & Own A Smart/Cell Phone - N=177
In the past 30 days, Young CLIENT
NAME prospects* are 78% more
likely than the average adult to click
ads while on their mobile device.
Online Ad Response (past month) Adults 18+ Prospects* Index Cume
Clicked advertisement link 25.0 33.3 133 157,196
Visited advertised store 17.6 29.5 168 139,327
Visited advertiser's website 30.2 39.7 131 187,316
Searched store/ item's website 27.0 37.3 138 176,271
Called phone number shown ad 8.2 9.3 114 44,017
Seen TV News Story Then Logged On To Find Out More
Yes 62.0 70.2 113 331,505
No/ Don’t know/ Refused 38.0 29.8 78 140,762
Reasons Used Mobile Device (past month)
Banking 32.3 62.1 193 293,400
Received news/ weather alerts 41.6 72.1 173 340,476
Clicked ads 13.3 23.7 178 111,809
Purchased product costing $25+ 20.7 33.7 163 159,204
Watch video 45.9 80.3 175 379,230
Young Prospects Are More Likely To Go
Online & Use Mobile For Advertising Engagement

24. Source: Seattle, WA – Stowell 2014 - *TARGET - A18-34 Who Commute By Auto & Own A Smart/Cell Phone - N=177
In the past month, Young CLIENT NAME
prospects* are 72% more likely than the
average adult to share a news story
idea/photo while accessing social media sites.
Social Networking Accounts Have Adults 18+ Prospects* Index Cume
Facebook 71.6 91.7 128 433,065
Twitter 21.9 35.2 161 166,423
Pinterest 19.2 28.8 150 135,818
Instagram 16.1 41.5 258 195,910
Reasons Accessed Social Networking Sites (past month)
Share a news story idea/photo 32.8 56.2 172 265,477
Find out about local news/events 35.2 48.8 139 230,356
Enter a contest 14.8 20.1 136 94,974
Post/ watch videos 40.0 59.7 149 281,938
Visit company's Facebook page 30.9 45.1 146 213,148
Learn about a TV program 16.5 25.4 154 120,023
Like a business/ product 27.4 45.6 166 215,195
Young Prospects Are Heavy Social Media Users

25. Recommended
Programming…

26. KING 5 Daily Programs (past week) Adults 18+ Prospects* Index Cume
KING 5 News, 4:30-5 AM 9.0 8.1 90 38,455
KING 5 News, 5-6 AM 9.6 7.5 78 35,222
KING 5 News, 6-7 AM 15.0 10.0 67 47,394
Today Show, 7-9 AM 14.1 7.8 56 37,068
Today Show, 9-11 AM 7.1 3.7 53 17,694
New Day Northwest, 11 AM-Noon 5.5 1.1 21 5,342
KING 5 News, Noon-1 PM 13.0 9.0 69 42,455
Dr. Phil 6.8 3.0 44 13,962
Ellen 15.8 15.4 98 72,809
KING 5 News, 5-6 PM 36.1 35.4 98 167,056
KING 5 News, 6:30-7 PM 25.9 23.8 92 112,251
KING 5 News, 7-7:30 PM 13.8 14.9 108 70,560
Evening Magazine 12.9 11.6 90 54,684
KING 5 News, 11-11:35 PM 20.2 13.9 69 65,537
Tonight Show, 11:35 PM 13.6 14.3 105 67,442
Late Night, 12:35-1:35 AM 6.9 7.8 113 36,964
KING 5 Weekly Programs (past month)
KING 5 News, Sa, 6-10 AM 19.8 13.4 68 63,171
KING 5 News, Sa, 5-7 PM 19.3 17.1 89 80,894
KING 5 Sunday Morning News 13.6 7.9 58 37,534
KING 5 News, Su, 5-7 PM 19.8 15.4 78 72,739
Saturday Night Live 25.5 32.8 128 154,704
Almost Live 6.4 4.1 63 19,197
KING 5 Prime-Time Programs
America's Got Talent 15.5 11.0 71 51,978
The Biggest Loser 9.9 3.8 39 18,143
The Blacklist 19.1 18.1 95 85,638
Chicago Fire 12.0 16.9 140 79,645
Chicago PD 9.5 13.9 145 65,447
Community 9.3 11.6 125 54,884
Dateline 18.9 15.6 82 73,460
Grimm 13.7 14.5 106 68,708
Hannibal 5.6 9.3 167 44,113
Hollywood Game Night 6.8 6.3 93 29,968
Law & Order: SVU 22.3 17.3 78 81,765
Parenthood 9.7 10.4 107 48,941
Parks and Recreation 12.8 14.6 114 69,038
The Voice 21.5 16.9 79 79,857
- Most Effective Programs
Source: Seattle, WA – Stowell 2014 - *TARGET - A18-34 Who Commute By Auto & Own A Smart/Cell Phone - N=177
Young CLIENT NAME prospects*
are 28% more likely than the
average adult to view KING5’s
Saturday Night Live.

27. KONG Daily Programs (past week) Adults 18+ Prospects* Index Cume
KING 5 News, 7-9 AM 11.3 3.8 34 17,906
KING 5 News, 1-2 PM 5.2 4.1 79 19,154
Extra 4.9 5.2 107 24,778
Millionaire 2.7 5.6 206 26,506
Dr. Phil 5.5 3.4 61 15,842
Access Hollywood 5.1 4.2 81 19,603
Inside Edition 7.0 6.8 97 32,105
KING 5 News, 9 PM 10.9 12.0 110 56,494
KING 5 News, 10 PM 15.1 6.8 45 32,105
Any Law & Order shows 16.0 12.8 80 60,598
- Most Effective Programs
Source: Seattle, WA – Stowell 2014 - *TARGET - A18-34 Who Commute By Auto & Own A Smart/Cell Phone - N=177
Young CLIENT NAME prospects* are
10% more likely than the average
adult to view KONG’s 9PM News.

28. NWCN Programs Adults 18+ Prospects* Index Cume
Weather 17.2 14.9 87 70,393
NWCN Morning News 7.1 4.5 64 21,455
NWCN Evening News 7.7 8.6 111 40,468
NorthWest Sports Tonight 5.6 10.9 194 51,555
Evening Magazine 8.6 8.2 95 38,500
Gardening with Ciscoe 8.0 1.9 24 9,102
Outdoor programming 9.9 5.9 60 27,983
Seahawks programming 7.8 10.9 139 51,406
NWCN Dayparts Watched M-F (past week)
4-6 AM 4.4 6.0 135 28,299
6-9 AM 7.7 7.2 93 33,836
9 AM - 4 PM 6.9 4.1 60 19,513
4-6 PM 8.4 7.1 85 33,641
6 PM - Midnight 11.3 11.6 103 54,641
Midnight - 4 AM 1.5 2.2 146 10,517
NWCN Dayparts Watched Sa/Su (past month)
5-10 AM 8.6 7.1 82 33,325
10 AM - 4 PM 6.4 1.9 30 8,953
4 - 6:30 PM 6.8 5.6 83 26,673
6:30 PM - Midnight 9.5 7.7 81 36,499
Midnight - 5 AM 1.8 0.4 23 1,880
Young CLIENT NAME prospects* are
94% more likely than the average adult
to view NWCN’s NW Sports Tonight.
- Most Effective Programs
Source: Seattle, WA – Stowell 2014 - *TARGET - A18-34 Who Commute By Auto & Own A Smart/Cell Phone - N=177

29. IN SUMMARY…
And, Source Behind The Numbers…

30. HIGHLIGHTS:
 Millennials spend a full day of every week online, and are MOBILE HEAVY users
 Millennials’ Social Activity is more fragmented, but Facebook still rules
 Millennials watchTV on their own schedule, and view more Digital Ads
 71% of the CLIENT NAME prospects are white collar workers, and 40% are college grads
 Their average household income is over the market average: $92,585
Their Primary source of local news media exposure—TV , Mobile and Internet combined—equates
to 81%
 The Home Team reaches 70% of CLIENT NAME potential prospects in one week
 KING5.com—bothdesktop and mobile—surpasses the TOP broadcast media sites
 CLIENT NAME prospects enjoy viewing professional football on The Home Team
 CLIENT NAME prospects utilize Online, Mobile and Social Media more than the average adult in
Seattle
 They are 28% more likely than the average adult to view KING5’s Saturday Night Live
They are 10% more likely than the average adult to view KONG’s 9PM News
 They are 94% more likely than the average adult to view NWCN’s NW Sports Tonight

31. • Mixed – Landline, Cellular& Onlinesurveys
• 1,200 completedinterviews. Countiesincluded:
• Randomsample,proportionateto adultpopulation
• DataCollection: January17- February5, 2014
• +/- 2.9% at 95% confidencelevel
• 20 – 25 minuteinterviewaverage
• Completelycustomizedsurvey
• Double-blindinterviewingstyle
Stowell Data® Methodology
‒ King
‒ Kitsap
‒ Pierce
‒ Snohomish
‒ Thurston