by Benjamin Potter | Creative Director, CLICKON
Nielsen’s study finds that TV is not the place to reach millennials anymore.
Given that millennials are the fastest growing demographic, brands have been learning how best to communicate with them in recent years, putting more dollars into mobile advertising. Generation Y make up the largest segment of smartphone owners. In 2014, 85% of millennials aged between 18-24 owned smartphones, while 86% of 25-34 year olds owned them.
In a typical month, 12.2% of Generation Y audiences can be reached on TV only – using the top 10 networks combined – compared to 14.2% who can only be reached on Facebook.
With Facebook being largely a mobile platform, these latest findings from Nielsen are hardly surprising. Perhaps the most alarming for TV networks is the extent of Facebook’s influence. In the study using Nielsen’s Homescan panel of consumers, the stat that stands out like a sore thumb is that Facebook reaches more millennials than running ads on the ten most popular TV networks combined.
Facebook is currently mulling over the study as it looks to expand its advertising service. The future of advertising might be blurred, but one thing is for sure – mobile will be the most important asset for brands looking to reach smartphone-obsessed millennials.
“The best way to reach them is through the device that’s always with them, which is, of course, the smartphone,” explained Erin Sills, Facebook’s Director of Global Consumer Insights.
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