Millennials, Media and Digital Consumption Today - A Test Study on The Streets of London


By Chris Dobson, CEO at The Exchange Lab

If you’ve been paying attention to media consumption habits over the last few years, you would have noticed the obvious trend – young people are moving away from linear TV. There’s a generational shift – TV viewing may still be high with Traditionalists and Baby Boomers, but Millennials have now overtaken Baby Boomers as America’s largest generation and they are watching less traditional TV.  We’re seeing the perfect storm brewing – according to the Gallop Study, 15% of Millennials watch linear TV compared to 64% of Traditionalists (those born before 1945) and 50% of Baby Boomers (1946-1964). Young Millennials and Generation Z (born mid 1990s-2000s) aren’t about to wake up when they’re 25 years old and start watching linear TV. Once habits are formed, they’re hard to break. As technology continues to improve, the alternative will likely continue to be more appealing.

So, what about Millennials’ other media habits? What are their favourite social media platforms? What do they think about digital advertising and what would be the best ways for advertisers to reach them online? We took to the streets of London in October 2016 to get the answers in their own words.

What are the most important platforms to Millennials and how have their media habits changed?

Do Millennials notice digital advertising and does it influence their buying decisions?

What’s the advice from Millennials for brands who want to digitally advertise to them? They say to keep it simple and get them hooked in the first second: “Well targeted, catchy photo, simple words.”

About the author

Chris Dobson is CEO of The Exchange Lab, the world's largest programmatic marketplace. Chris played an instrumental role in the company's acquisition by WPP in 2015, and continues to provide strategic direction for the company, while running The Exchange Lab board and sitting on the GroupM Connect Exco.