Wednesday, June 8, 2016

CONNECTING WITH RADIO CHANGES AS MILLENNIALS MOVE THROUGH LIFE STAGES

On average, radio reaches nine out of 10 Millennials...each week.

Despite falling into one generation, Millennials are not a uniform, homogeneous group with a common set of beliefs, interests and behaviors. Their lives are in rapid transition: They're joining the workforce, moving into their own homes and starting families. And these changes influence their media consumption habits, including how and when they listen to the radio.

To better understand the media habits of the different sub-groups within the overall Millennial generation, Nielsen’s fourth-quarter 2015 Total Audience Report separated the 18-34 crowd into three different groups: Dependent Adults (those living in someone else’s home), On Their Own Millennials (those living in their own home without children), and Starting a Family Millennials (those living in their own home with children). The data showed that 97% of 18-year-olds live in someone else’s home, primarily a parent’s or parents’; by their mid-30s, 90% of Millennials live in their own home, and more than half have children. Interestingly, one-third of 26-27 year olds falls into each of the three life stages....

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