Young Millennials (18-24 years old) in the United Kingdom spend the majority of their time watching TV content on PCs and laptops and not on televisions, according to a new report.
The report, GfK’s ViewScape study, showed that the group on average spends 41% of its total video viewing time on computers with TV accounting for 35%.
That’s a big difference – as expected, right? – from their older counterparts who spend two-thirds (65%) of their total viewing time watching via TV sets and only 20% watching on computer screens.
And the time spent on PCs and laptops also is radically different, with Young Millennials watching 2 hours and 35 minutes per day, 73% of which is TV programs and movies.
Their older counterparts, meanwhile, spend just 55 minutes viewing video content via a PC or laptop; two thirds is traditional TV programs and movies.
For brands, that disparity shows just how difficult it is to reach Young Millennials. For broadcasters, content owners and publishers, meanwhile, it should be seen as an opportunity rather than as a challenge, one that they can leverage with brands if they can execute a strategy that recognizes the differences in the way younger viewers consume content.
The GfK study found that younger viewers are “completely engaged with video,” even though they are watching it in a different way and using different devices than older generations.
The difference between generations also is seen in how mobile devices are used. Young Millennials spend about one quarter (24%) of their time watching video on mobile devices, with smartphones (14%) just outpacing tablets (10%). Older demos, meanwhile, spent just 15% of their time watching video on mobile devices, evenly splits between smartphones (8%) and tablets (7%).
“We are seeing evidence of real change in the ways in which audiences in the U.K. consume video content – and nowhere is this more evident than amongst young adults,” said Julia Lamaison, GfK’s director of media research and insights.