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Affluent Millennials

Affluent Millennials

Image courtesy California State University

Monied Millennials’ Online Behavior [PRESENTATION]:

Source: L2

81% of affluent millennials use Facebook every day.

That’s twice the proportion who read newspapers (45%) or watch TV (44%) daily.

25% said they use mobile devices to access social media.

majority say social media plays an important role in their consumer decisions.

63% use social media to engage with brands.

More than half said their attitudes toward brands were shaped by Facebook, blogs and online video produced by brands.

45% said they read blogs every day.

42% watch TV shows online.

27% watch movies online.

13% watched mobile video in the past 24 hours.

Two thirds read newspaper content online.

71% said they still read print magazines.

Only 24% read magazine content online.

THOUGHT: Nearly all of these stats are unremarkable. The richer and younger the demographic, the more likely they are to use communicatiosn technologies and use them more often. What I do find interesting is the nearly three-quarters of them that read print magazines as opposed to magazine content online.

I don’t know that I’ve seen an example of a magzine that has sucessfully replicated the magazine experience online. Print magazines are designed in a way that does not lend itself to replication online. The print layout is what makes them so appealing. They are also ideal for leisurely browsing that I’ve yet to see duplicated online.

I will be especially interested to see if those numbers change as tablet computing catches on and some of the inovations we’re seeing in magazine and newspaper apps (like those I discussed last week) takes hold. Those apps on that device come much closer to offering the leisurely experience magazines have always offered.

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About David Erickson

David Erickson is principal of e-Strategy Media, a digital marketing consultancy based in Minnesota. David has extensive experience in digital marketing and is often used as an expert source by media and asked to speak on the topic before organizations and to sit on panel discussions.

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