OMG! Does Media Reach Millennials?

                      OMG! Does Media Reach Millennials?

Scarborough Releases a Complimentary Study to Illustrate the Media Consumption
Patterns, Local Markets and Attitudes of the Millennial Generation

PR Newswire

NEW YORK, Nov. 15, 2012

NEW YORK, Nov. 15, 2012 /PRNewswire/ -- Local market consumer insights company
Scarborough today released a complimentary study which uncovers the unique
ways the 20 percent of American adults who are Millennials^* engage with
media, as well as their general attitudes and demographics.

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The new study concludes that Millennials are the first generation to be
hyper-connected to their world, their local community and their friends.
Expecting news and media to come to them, Millennials are 53 percent more
likely than all U.S. adults to feel that social networking websites are very
important for finding information about news or other current events. They are
also 56 percent more likely to have read a newspaper on a mobile device in the
past 30 days, 86 percent more likely to have listened to radio online and
nearly twice as likely to have watched or downloaded TV programs online.

Millennials are also the most multicultural American generation. Forty-three
percent of Millennials identify as a race or ethnicity other than white as
compared to 38 percent of Generation X^* and 26 percent of Baby Boomers^*.
Nearly one-quarter (21%) of Millennials self-identify as Hispanic and 62
percent of Millennials agree that their cultural or ethnic heritage is an
important part of who they are.

"It is essential to realize that Millennials have a natural orientation toward
social media especially since they are a demographic who came of age during a
time of rapid technological advancement," says Deirdre McFarland, Vice
President of Marketing and Communications for Scarborough. "By understanding
that Millennials still consume news, but that ease of access in engaging with
the medium is critical, marketers and advertisers can craft a more intuitive
marketing mix to appeal to this young audience."

In addition to the comprehensive database of Millennial research used for this
study, Scarborough interviewed Millennial staffers whose thoughts and opinions
are featured throughout the study for a richer perspective.

Download the complimentary study issued by Scarborough for a deeper look into
the Millennial generation at

^*Scarborough defines the different American generations as Millennials (age
18-29), Generation X (30-44), Baby Boomers (45-64) and the Silent Generation

Continue the conversation or share your opinions with Scarborough over Twitter
by reaching out to @ScarboroughInfo.

This data is from Scarborough USA+, Release 1 2012/GfK MRI Attitudinal
Insights. Scarborough measures 210,000 adults aged 18+ annually across a wide
variety of media, lifestyle, shopping and demographic categories.

For more information regarding this or other Scarborough studies, please
contact Brad Sherer at

About Scarborough Research

Scarborough (, measures American
life. Our consumer insights reflect shopping patterns, media usage across
platforms, and lifestyle trends for adults. Media professionals and marketers
use Scarborough insights to make smarter marketing/business decisions on
things like ad placement, multicultural targeting, and sponsorship
opportunities. The company's core syndicated consumer insight studies in 77
Top‐Tier Markets, its Multi‐Market Study and its national USA+ Study are Media
Rating Council (MRC) accredited. Other products and services include
Scarborough Mid‐Tier Local Market Studies, Hispanic Studies and Custom
Research Solutions. Scarborough measures 2,000 consumer categories and serves
a broad client base that includes marketers, advertising agencies, print and
electronic media (broadcast and cable television, radio stations), sports
teams and leagues and out‐of‐home media companies. Surveying more than 210,000
adults annually, Scarborough is a joint venture between Arbitron Inc.
( and The Nielsen Company (

SOURCE Scarborough Research

Contact: Haley Dercher, Scarborough Research, +1-646-654-8426,
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