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DIGITAL MARKETING NEWS

Millennials leading the online shake-up

The digital transformation of our world is still underway (at least according to a Deloitte survey), as young users turn to the internet with greater regularity.

The Media Consumer Survey quizzed more than 2000 consumers and the results show the disparate worlds millennials occupy, compared to the generations before them.

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All age groups reported watching TV as one of their top two preferred sources of entertainment, but streaming services have overtaken traditional TV among those aged 14-32.

With less time spent watching free-to-air TV, millennials have turned to the internet for their news – if they follow it at all.

Social media (31%) led the way as the preferred news source for young people aged 14-26, with TV (19%) only just ahead of the 13% of respondents who ignore the news.

Millennials aged 27-32 prefer social media (25%) ahead of TV and online newspapers (both 17%).

Fast forward

Respondents are increasingly keen to pay to avoid online ads on entertainment products such as TV, movies and music (an average of 44%).

Just 28% said they would prefer to pay for news.

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