Aussie Millennial Males Are Now The Most Connected Consumer: Nielsen Survey

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.


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).


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).


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.


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.

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Advertising Standards Bureau Chief Digital Officer Eardrum Australia einsights The Idea Shed

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