User Generated Content Preferred Over TV By Millennials

Research Brief: From the Center for Media Research   Monday, March 17, 2014   According to Crowdtap, partnered with Ipsos Media surveying 839 millennial men and women online, millennials reported spending roughly 18 hours of their day engaged with media, often viewing multiple devices simultaneously. Whether it’s called peer-created content, consumer content or user generated content (UGC), the research found that millennials spend 30% of their media consumption time with content that is created by their peers.   This exceeds television consumption and is rivaled only by the time spent with all traditional media types (TV, print, radio), a combined 33%. Millennials are also committed to engaging with social media on a daily basis above all other media types. Millennials spend more time with User Generated Content than with TV Share of Daily Media (All Media Types;17.8 hours) % of Time Spent Media 20% Browse the internet / go online 13% Watch TV (live) 10% Watch TV (pre-recorded) 10% Play computer or video games 7% Go to the movies 7% Listen to the radio 3% Read print magazines / newspapers   Share of Daily Media Time (UGC; 5.4 hours) % of Time Spent Media   18% Social networking & content (FB, Instagram, LinkedIn) 6% Use e-mail, text, chat, texting apps 6% Talk with others about news / products /brands Source: Ipsos MediaCT/Crowdtap Jan 2014 Millennials prioritize social networking above other media: Daily Use of Media Types Peer Generated   Format Use Daily Social Networking (eg. FB, LinkedIn, Inst...) 71% E-mail, text, chat, texting apps 49% Talk about products/brands 39% Watch video clips (eg. YouTube) 35% Read peer reviews (eg. epinions) 18% Blog online, post to bulletin boards, etc. 15%   Other Media   Watch TV (live) 60% Listen to Radio (broadcast/streaming) 53% Retrieve news, weather, scores 47% Watch TV (pre-recorded) 46% Visit news media sites 37% Read blogs, bulletin boards, etc. 29% Read print magazines or newspapers 18% Get product info/buy from a company 17% Read professional reviews (CNET, etc.) 15% Banner ad 12% Source: Ipsos MediaCT/Crowdtap Jan 2014 Given millennials’ advertising savvy and skepticism around media, it is important to deliver a message through trusted sources, says the report. Millennials report that information they receive through UGC is highly trustworthy and trusted 40% more than information they get from traditional media sources (TV, print & radio), including newspapers and magazines. Specifically, conversations with friends and family are the most trusted UGC format, followed by peer reviews. Conversations with friends and family are trusted 2:1 over TV and radio and almost 4:1 over banner ads. Brands looking for consumers to trust their marketing can no longer rely on tradi­tional media to communicate their messages to consumers. In today’s landscape, it’s peer-created content, or “consumer to consumer marketing,” that drives trust. The correlation between trust and influence is revealed in the 2013 Annual Edelman Trust Barometer Study, says the report, which finds that trust leads to influence. The more trusted the source of a message, the more likely it will have a positive impact. Media Trustworthiness (UGC 59%) Format % Most Trusted Product/brand conversations with friends/family 74% Peer reviews (e.g., epinions) 68% E-mail, text, chat with friends/family 56% Social networking & content (FB, Instagram, LinkedIn) 50% Blogs, bulletin boards, forums, etc. 48%   Other media 39%   Professional/industry reviews (CNET, etc.) 64% Product info/buy products from a co. website 49% Print magazines or newspapers 44% Online magazines or newspapers 40% Radio 37% On TV 34% At the movies 28% Banner ads 19% Source: Ipsos MediaCT/Crowdtap Jan 2014 With 18 hours of media consumption a day, across multiple screens, with channel flipping, tabbing and page turning, it’s a wonder anything stands out and makes a lasting impression, notes the report. Marketers rely on creative to break through the clutter, but often it’s a combination of creative and the right delivery channel. For millennials, user generated content is more memorable than non-user gener­ated content, with peer-created content, including conversations with friends/family and peer reviews standing out the most. Percent Finding Media Type Memorable UCG  50%   Media Type % Finding Memorable Professional/industry reviews (CNET, etc.) 47% On TV 47% Product info/buy products from a co. website 42% Print magazines or newspapers 38% At the movies 37% Radio 33% Online magazines or newspapers 32% Banner ads 26%   Other Media 37%   Product/brand conversations with friends/family 67% Peer reviews (eg., epinions) 53% Social networking & content (FB, Instagram, LinkedIn) 50% E-mail, text, chat with friends/family 46% Blogs, bulletin boards, forums, etc. 40% Source: Ipsos MediaCT/Crowdtap Jan 2014 UGC uniquely provides marketers greater access to millennials’ time, a trusted channel to deliver brand messages and a memorable experience. The combination to deliver all three makes UGC more influential on millennials’ product choices and purchase decisions than traditional media. Percent of millennials who say media type has influence on purchase decision: User Generated Content   53% Traditional Media   44% Banner Ads   23% Concluding, the report says that professional influencers have the reach and resources to create and share quality content. Consumer influencers have personal relationships that enable their recommendations to carry weight. Together, this combination can drive both reach and powerful influence. As brands continue to aggregate types of influencers and refine their strengths, these programs will likely become a fundamental component of most marketing strategies.