How do Gen X, Millennials and boomers consume? (Infographic)

Marketers need to know what their audience is plugged in to. With the proliferation of digital, it’s never been more important for marketers to understand how their target audience is or isn’t consuming online content.

Millward Brown Digital surveyed more than 1,000 consumers across three generations (millennials, born after 1980; Generation X, born 1965-1980; and boomers, born from 1946-1964) to understand how different age groups behaved across various screens.

“What the data demonstrates is that even with our advanced knowledge of digital today, advertisers and marketers can’t make assumptions about how various demographics and targets are using digital devices and mobile to access content,” said Joline McGoldrick, research director at Millward Brown Digital.

“It is easy to stereotype and say the best way to reach millennials is on mobile, but that is not always true. As the analysis shows, device usage varies from generation to generation based upon what the activity is. There needs to be a more granular understanding of how activity and type of content dictates preferences for screen usage in order to make a truly effective and efficient marketing strategy.”. 

Take a look at their findings in their infographic below.