Executive Insights Media & Entertainment Analysis Millennials spend significantly less time on traditional media than older generations... Millennials (people aged 16 – 34 Average weekly media consumption by type in 2015) spend a similar number of Number of hours hours consuming media as older generations but their mix of media is 60 - 56 very different. 54 Traditional media such as TV, radio Video gaming* Digital media and print represents only 35% of total Social media media consumption for Millennials vs. over 60% for Non-millennials. 40 - “New” Millennials spend twice as much time Internet media as Non-millennials on new media, Streaming / download such as online video services (11 vs. 5 hours per week) and social media (7 Online TV and video vs. 3 hours per week). 20 - However, the key question is not if the Other traditional media** Millennials are different in aggregate, Radio “Traditional” but whether or not these differences media are sustained through life stages. TV 0 Non-millennials Millennials Do Millennial consumption Note: Q: On average, how many hours of the following types of media do you personally consume in a typical week? *Includes both traditional gaming and online gaming. ** Includes print media, DVD, CD and cinema Source: L.E.K. survey patterns change as they age? t Perennial Millennials: a viral phenomemon

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