Survey: Millennials Don’t Hate Old Media

Would it shock you to learn that more Millennials read a newspaper once a week than use a tablet?

Of course it would. The image we all hold of Millennials is of tech-obsessed youngsters who eschew traditional media in favor of anything electronic.

But it turns out that, like so many stereotypes, is not true, according to Jacobs Media's annual Public Radio Survey. The survey measures the use of media across generations and on multiple platforms.

In fact, reports MediaLife, Millennials are still devoted to a handful of “old” media, and they’re no more likely to use a number of new forms of media than their much-older counterparts, the Baby Boomers.

The findings show that while Millennials certainly are devoted to digital, they also have an abiding appreciation for older forms of media. And they also have not embraced every new form of media that’s come along.

Here’s a look at the most and least popular forms of media among Millennials, according to the study.

Most popular

• Texting...Just about every Millennial, 99 percent according to Jacobs, uses text messaging. That makes sense, since 97 percent say they own a smartphone. Texting has become the preferred method of communication among adults 18-34, who rarely use the phone to actually speak.
• Streaming video...This is the generation bringing digital video into the mainstream. A stunning 94 percent say they use streaming video – that’s compared to 54 percent of Baby Boomers, who were profiled in the same study. Little wonder networks like the CW put nearly as much importance on digital consumption as traditional television.
• Podcasts...Podcasts have caught on among young people, with 73 percent reporting they have listened to one. That’s nearly double the 39 percent of Boomers who have done so. Since you need to have a basic knowledge of technology to listen to podcasts, it makes sense that they’re bigger with this demo.
• Newspapers...It’s true: Seventy-one percent of Millennials say they read a paper at least once a week. That’s not so far off from the 86 percent of Boomers who do so. Even more notable, it’s nearly as many as report watching TV for at least an hour a day (72 percent).
• Radio...Here’s another shocker: More Millennials listen to radio (80 percent) than have MP3 players (45 percent).
• Television...For now, regular TV is popular, but not as much as among Boomers, and it’s likely it will fade as Millennials age – 58 percent say they have smart TVs, and that allows them to watch non-linear content such as Netflix.

Least popular

• Satellite radio...This is more of an older person thing – just 9 percent of Millennials say they use satellite radio, compared to almost a quarter of Boomers. The expense may turn young people off.
• Smartwatches...Just 6 percent of Millennials have smartwatches. Adoption is lagging in other demos, too, so it may just be the idea doesn’t appeal to people yet.
• Connected cars...Fifteen percent of Millennials have connected cars—that’s roughly a quarter of the number who use tablets. This may be because, as a group, many Millennials shun cars, preferring instead to use public transportation or ride shares, so they don’t have cars to connect.