Executive Insights Media & Entertainment Analysis Perennial Millennials: a viral phenomenon L.E.K. has conducted the first analysis of U.K. Millennials’ media habits by life stage. The research covers six life stages, from living at home with parents all the way through to starting their own families. In the first installment of the Executive Insights Spotlight on Media and Entertainment: “The Perennial Millennial” series, L.E.K. highlights revelatory findings from the proprietary research: • Millennials’ preference for new media is broadly consistent across all life stages • Millennial behavior is viral and spreading to Non-millennials and older generations • The change in media usage is faster and more pervasive than originally thought How do Millennials consume traditional and new media? t The Perennial Millennial research and analysis was conducted by Maria Palm and Martin Pilkington, both partners in L.E.K.’s European Media, Entertainment and Technology practice. Maria and Martin are based in London. For more information, please contact [email protected].