Interactive Advertising Bureau
29 September 2016

comScore report: Digital-native Millennials embrace ‘traditional’ media outlets

As the first true digital natives, Millennials’ online behaviour has been a source of fascination across the globe, the UK being no exception. In many ways, they embrace modernity – 80% of UK Millennials access news/information content through mobile devices, exclusively or combined with desktop. The category is the 9th largest in reach amongst the total Millennial audience online, but 6th largest on mobile.

Interestingly, comScore research reveals that their digital preferences do contain traditional leanings, particularly when it comes to their media choices, with powerful implications for both media owners and brands wishing to target this audience.

Some key findings:

  • On desktop, Millennials are responsible for 25% of the total time spent in the news/information category while they are responsible for half of the time spent in the category on mobile devices during August 2016.
  • News/information sites reached almost all Millennials online in the UK, with 94% reach in August 2016.
  • Millennials spend an average of 69 hours per month in the category across multiple platforms, and on mobile they spend the most minutes per visitor when compared to all other demographics.
  • 'Traditional' media outlets such as the Telegraph, the Guardian and Daily Mail have a higher reach amongst Millennials than amongst the total UK digital population.
  • Millennials account for 36% of the total digital audience in the news/information category and the majority are multi-platform users.
  • Among Millennials, those between the ages of 25 and 34 use mobile as their key device when accessing the category – 94% are mobile-only or multi-platform users.


MMX Multi-Platform can help you understand your target audience size and engagement across devices. All of these metrics can be compared across digital media platforms and used to understand incremental or complementary activity coming from each platform. To understand what else you can – and should – learn from comScore's MMX Multi-Platform data request a demo or contact comScore.

Read the original article here.

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