Nielsen’s Millennials on Millennials Report examined the digital music and digital communication trends of persons age 18 to 34. The researchers found that Millennials continue to spend more time on their smartphones (app and web) than their older counterparts. Millennials (ages 18-24) spend 78 billion minutes in the average week using their smartphones in the first quarter of the year. This averages to 1,062 minutes per Millennial. Consumers age 35-49 spent 73 billion minutes in the average week on their smartphone. This equates to 1,196 per person.
Millennials are more open to new messaging apps than their older counterparts. Seventy percent of Millennials report using two or more apps for messaging. In contrast, only 42 percent of those 35 and older reported using two or more messaging apps. Use of messaging apps is also highly more “social” for Millennials than their older counterparts. Millennials are 8 percent more likely than users 35 and older to use messaging apps for group conversations. They were 13 percent less likely to use such apps for one-on-one messaging than users 35 or older.
Listening to traditional radio remains popular amongst Millennials. In an average week, young Millennials (18-24) spend 10 hours, 14 minutes each week listening to the radio. This is only about an hour less than older Millennials (25-34). Digital consumption is not reducing traditional radio. In fact, the reach for traditional radio amongst Millennials is 93 percent.
On-demand streaming is also popular amongst Millennials while on the go. Approximately 60 percent of Millennials said they use two or more apps to stream music. Only 40 percent of consumers 35 and older reported using two or more apps. Older individuals are more likely than Millennials to remain loyal to a single app or streaming service. Podcasts are also more popular amongst Millennials. Thirteen percent said they listen daily. Only 5 percent of their 35 and older counterparts reported listening daily.