Media consumption behaviors vary between Millennials, Gen X and Baby Boomers, leading up to the battle between online and linear TV among these three key audiences. Data from Global Web Index indicates that Millennials remain at the forefront on online TV consumption, with this trend-setting group spending an average of 1 hour and 15 minutes a day on this activity. That’s 25 minutes longer than their Gen X counterparts, and almost four times as long as Baby Boomers.
In contrast, it’s Boomers who devote the most time to linear or broadcast TV. While this activity remains at the center of media behaviors among all generations, the age-based splits are nevertheless pretty telling: whereas Boomers clock up over three hours per day on linear TV, Millennials are on a lower two hours.
Although the decreases have been far from dramatic, it’s also the case that linear TV has been trending downwards among Millennials in recent quarters – another sign that online viewing will continue to become still more prominent within the behaviors of younger groups.
