As the first true digital natives, Millennials’ online behaviour has been a source of fascination across the globe, the UK being no exception. In many ways, they embrace modernity – 80% of UK Millennials access news/information content through mobile devices, exclusively or combined with desktop. The category is the 9th largest in reach amongst the total Millennial audience online, but 6th largest on mobile.
Interestingly, Comscore research reveals that their digital preferences do contain traditional leanings, particularly when it comes to their media choices, with powerful implications for both media owners and brands wishing to target this audience.
Some key findings:
MMX Multi-Platform can help you understand your target audience size and engagement across devices. All of these metrics can be compared across digital media platforms and used to understand incremental or complementary activity coming from each platform. To understand what else you can – and should – learn from our MMX Multi-Platform data: Request a demo or contact us.
This report uses UKOM approved data.