Millennial man the most connected consumer

With the imminent introduction of the new digital radio enabled LG smartphone will it be millennial men who will be the early adopters?

A survey has revealed the  millennial man is the most digitally connected Australian consumer generation. They engage with digital devices and incorporate digital content into many aspects of their lives – much more than millennial females and older males.

Millennial men (aged 16-34) are spending almost four and half hours more online each week than millennial women, and almost seven and a half hours more than older male generations. They are first to adopt technology, fast to incorporate digital behaviour, and are a force to keep up with.

 According to Nielsen’s 2016 Australian Connected Consumers Report, more than nine in ten millennial men own a smartphone (91% compared to 74% among older males) and 18% own a smartwatch (compared to just 7% among older males). In terms of entertainment technology ownership, like connected TVs and games consoles, millennial men are also leading the way compared to their older counterparts and millennial females. 

The adoption of connected technology plays directly into how millennial men are accessing the Internet. The popularity of mobile devices such as the smartphone has ensured that almost two in three are connecting regularly via their mobile phone (70%) – almost three times more than older generations (25%).

Although millennial women are more likely to be multi-screening (accessing the Internet on another screen while watching TV), it is millennial men that are much more likely to be influenced by TV, driving them to search for TV related content and follow-up on advertising. These multi-tasking men are most likely to search/browse/buy products or services that are advertised during a TV program regularly (24% millennial men vs. 16% millennial women)

While archaic stereotypes may suggest millennial women (females 16-34) have a higher uptake of online shopping, our research reveals that millennial men make more regular online purchases than millennial women or older generations. Almost four in ten are buying items or paying for services online weekly or more frequently, compared with three in ten millennial women and just over two in ten older male generations. In addition, Nielsen’s Australian Connected Consumers Report reveals that millennial men show a preference for regular digital retail habits to assist research and purchase of goods and services. More than a quarter (27%) use their mobile devices ‘often’ to research an item while in a physical store (compared to 23% among millennial women and only 9% among older males). Likewise, 15% use their mobile devices ‘often’ in-store to purchase a product online that they just saw on the shelf (compared to 7% of millennial women and only 4% among older male generations.

Online video consumption has been steadily growing over the past few years and is providing broader opportunities for brands and marketers to reach consumers with such an emotive format. And, millennial men are the most engaged. Almost one third (31%) of millennial men stream video on a daily basis compared to only one in five millennial women (20%) and far less so among older males (6%). Participation in the video on demand space is particularly strong among millennials in general with more three quarters of millennial men and women watching TV and movie content via on demand sources (76%) – well above the population average at 59%.

These are just some of the trends we are seeing among this dynamic group of digital enthusiasts and an indicator of where broader consumption will go. Brands, marketers and content providers should look to this consumer for future trends in consumption and be quick to align to stay fresh and in front.

 

 

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