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Print Reaches All Ages, Including Early Adopter Millennials


March 20, 2013 -- Consumers move between multiple devices and media platforms many times each day. Experian Marketing Services tracks the U.S. reach and usage of 11 different media platforms.

Looking at a typical week, Experian finds TV still has the greatest reach, but mobile is rapidly gaining ground. In fact, among Millennials (the generation of young adults ages 18 to 34), mobile ties with television when it comes to reach, with each platform reaching 94% of these young adults in a given week.

What will be a surprise to some is that traditional media -- newspapers, magazines and radio -- also does well reaching the 18-34 year-old age group.

Looking at a key sub-group of Millennials --  the 52% of those who rank above average when it comes to being early adopters of technology -- traditional media still plays a key role in their lives. In the 7 days prior to the survey, 93% watched TV, 83% listened to the radio, 66% read a newspaper and 62% read a magazine.

According to Experian, "Millennials represent upwards of 80 million consumers. Nearly two-thirds are under 30 years old, almost one-quarter have a college degree, 34 percent are married and many (60 percent) own a home. They have an average discretionary spend of $11,317."

Source:  Experian, The Digital Marketer Report 2013, accessed March 21, 2013.