Executive Insights Media & Entertainment Analysis Consumption of other forms of traditional media is also lower for Millennials than older generations The pattern is broadly similar for Average weekly audio consumption by type “Information” consumption by type other media: the use of traditional Hours per week Hours per week media is significantly lower for Millennials of all life stages compared 30 30 to Non-millennials. This is true for both radio and print media. 25 25 However, some areas are different 21 between life stages. Music streaming 20 20 18 and social media are more important 17 for earlier life stages. The importance 15 15 15 of alternative social media platforms Social also differs. Facebook use is high media 10 10 9 10 across all life stages but the uptake of 8 7 newer platforms, e.g. Instagram and General Online internet Snapchat, is significantly higher in the 5 music 5 CDs earlier life stage segments. Digital Radio Radio media 0 0 Print Non- At home Working With kids Non- At home Working With kids millennials or student no kids millennials or student no kids Millennials Millennials Note: Q: On average, how many hours of the following types of media do you personally consume in a typical week? What forms of media are Source: L.E.K. survey “must-haves” for the Millennials, and which are not? t Perennial Millennials: a viral phenomemon