Aussie Millennial Males Are Now The Most Connected Consumer: Nielsen Survey
The Millennial male (those men aged 16-34) are the most digitally connected Australian consumer generation according to research by Nielsen. They engage with digital devices and incorporate digital content into many aspects of their lives – much more than millennial females and older males.
According to Nielsen, Millennial men are spending almost four and half hours more online each week than Millennial women, and almost seven and a half hours more than older male generations. They are first to adopt technology, fast to incorporate digital behaviour, and are a force to keep up with.
TUNED IN TO TECHNOLOGY
According to Nielsen’s 2016 Australian Connected Consumers Report, more than nine in 10 Millennial men own a smartphone (91 per cent compared to 74 per cent among older males) and 18 per cent own a smartwatch (compared to just 7 per cent among older males). In terms of entertainment technology ownership, like connected TVs and games consoles, Millennial men are also leading the way compared to their older counterparts and Millennial females.
The adoption of connected technology plays directly into how Millennial blokes are accessing the internet. The popularity of mobile devices such as the smartphone has ensured that almost two in three are connecting regularly via their mobile phone (70 per cent) – almost three times more than older generations (25 per cent).
INFLUENCED BY THE BIG SCREEN
Although Millennial women are more likely to be multi-screening (accessing the internet on another screen while watching TV), it is Millennial men that are much more likely to be influenced by TV, driving them to search for TV related content and follow-up on advertising. These multi-tasking men are most likely to search/browse/buy products or services that are advertised during a TV program regularly (24 per cent Millennial men vs. 16 per cent Millennial women).
DIGITAL SHOPPERS
While archaic stereotypes may suggest Millennial women (females 16-34) have a higher uptake of online shopping, the research reveals that Millennial men make more regular online purchases than Millennial women or older generations.
Almost four in 10 are buying items or paying for services online weekly or more frequently, compared with three in 10 Millennial women and just over two in ten older male generations.
In addition, Nielsen’s Australian Connected Consumers Report reveals that Millennial men show a preference for regular digital retail habits to assist research and purchase of goods and services. More than a quarter (27 per cent) use their mobile devices ‘often’ to research an item while in a physical store (compared to 23 per cent among Millennial women and only nine per cent among older males). Likewise, 15 per cent use their mobile devices ‘often’ in-store to purchase a product online that they just saw on the shelf (compared to seven per cent of Millennial women and only four per cent among older male generations.
A PENCHANT FOR ONLINE VIDEO
Online video consumption has been steadily growing over the past few years and is providing broader opportunities for brands and marketers to reach consumers with such an emotive format. And, Millennial men are the most engaged. Almost one third (31 per cent) of millennial men stream video on a daily basis compared to only one in five Mmillennial women (20 per cent) and far less so among older males (six per cent). Participation in the video on demand space is particularly strong among millennials in general with more three quarters of millennial men and women watching TV and movie content via on demand sources (76 per cent) – well above the population average at 59 per cent.
These are just some of the trends we are seeing among this dynamic group of digital enthusiasts and an indicator of where broader consumption will go. Brands, marketers and content providers should look to this consumer for future trends in consumption and be quick to align to stay fresh and in front.
Please login with linkedin to comment
Advertising Standards Bureau Chief Digital Officer Eardrum Australia einsights The Idea ShedLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.