Motorola, Inc. announced further results of its research into the consumer technology decisions and media consumption habits of the ‘Millennial’ generation. This new study of over 1,200 Millennials from five countries in Europe and the Middle East found that young adults are passionate about being in control of their rich media content and are heavily influencing older generations.
The study was commissioned to further understand the Millennials viewing habits and how they move and share their content across devices. It found that not only do Millennials themselves engage with new technologies and services, they actively influence their parents’ adoption habits: The majority of respondents stated that they influence the broadband or TV services purchased by their parents, even if they do not live at home.
Prime Time to My Time
TV is unsurprisingly still a favored form of entertainment. However, it is how, where and when we watch that is changing significantly. The traditional TV schedule is becoming a thing of the past:
•78 percent of Millennials would prefer a TV programme to restart the moment they switch over to that channel
•Two-thirds would be interested in pausing TV in one room and restarting it in another. This compares to 86 percent of respondents in the United States when surveyed earlier this year
•Almost one in three prefer to watch programmes on their PC rather than TV set
Significant numbers of respondents want to be able to access full-length movies and their favorite shows on the move, yet it is through shorter bursts of content that mobile entertainment comes into its own:
•Having the option to shift TV programmes from the set-top at home to a mobile device enticed 81 percent of Millennials, demonstrating strong interest in increased media mobility
•75 percent indicate that watching movies while traveling is appealing
•62 percent would be interested in watching 15 minute mobile versions of 30 minute TV programmes and 61 percent would be interested in a three-minute version of their favorite shows on their mobile device.
Jaya Sinha/ITvoir network