just how quickly this group has migrated to new devices may come as a shock. A mere 18 percent of TV viewing time by adults 18-34 is done through live broadcast or cable TV, according to a new study from SmithGeiger, an entertainment and media research firm, and Net2TV, a streaming video company. The rest of their time is spent with DVRed or online TV content. The study finds that 61 percent of Millennials’ viewing time is done on digital devices, such as smartphones or tablets. That’s a very high number, considering tablets have only been widely available for five years, and smartphone video quality was spotty up until a few years ago. But the most interesting aspect of the study is simply how fast media habits are changing. It’s a reminder to media people that it’s important to revisit the optimal media mix for campaigns frequently, the report says.
Also, go where your audience is.