By Molly Pappas, Media Relations, Business Wire
Millennials (ages 18 – 34) comprise the largest demographic in the United States. So, it comes as no surprise that this generation also spends most of their days (18 hours each day!) consuming media and provides the loudest voices to be heard within social media platforms, according to recent research by social-influence marketing platform, Crowdtap.
A whopping seventy-one percent of Crowdtap survey participants listed social media as a top priority in their lives, engaging in it daily.
What’s more, 60 percent of these same Millennials depend on social media to keep up-to-date on current global and local news. But what publications do they read? This audience prefers to consume news and world affairs content created by those they perceive to be their peers – flocking to platforms such as BuzzFeed and Huffington Post instead of traditional news outlets such as The New York Times.
The information gathered from user-generated content sites and sources is trusted 40 percent more than information gathered from other types of sources.
The remaining 33 percent of Millennials still cite more traditional media sources – print, radio and television – as a way they consume media. However, studies show that user-generated content shape this generation’s lives much more than any other form of media, and they remain the only generation where digital media exceeds traditional.
Millennials spend the majority of their weekly media time using digital devices (especially smartphones), and 43 percent access the internet via their phones more than through their computer. Three out of four Millennials own a smart phone and use social media as a source for current affairs, apart from networking. They tend to rely heavily on HuffPost, Yahoo-ABC, CNN and BuzzFeed (all media that Business Wire reaches on a daily basis!)
So why should you care? Well, according to research by InkHouse and GMI, while the press release is the most trusted source of company-driven news, nearly half of Americans simply don’t trust any source of company-produced news. So while releases are still a very important PR tool, it appears that you can expect better bang for your buck by getting media to directly cover the story.
According to the same survey, TV and online news should be your top targets for earned media placement. Traditional media placement still carries the most weight in terms of reach and influence, but studies suggest an integrated media program (online news, broadcast and social media) is the best way to go.
And yes, Millennials are social-media obsessed, but they are realistically aware how much information can be modified and edited, and are thus returning to trusted newspapers and sources of news for information.
Liked this post? Click here to share it out: http://ctt.ec/yoczP