According to the Diffusion Group, 74% of Millennials who use a home network describe their use as either equally or primarily media-oriented, a rate that decreases linearly with age. TDG says this trend coincides with young adults' greater consumption of online media in the home than their older counterparts.
While the percentage of media-oriented network users is relatively equal among the two Millennial segments, differences do exist. For example, among Late Millennials (18-24s), 24% are media-centric network users, significantly higher than Early Millennials (25-34s) at 15%. However, hybrid use (equal use of the network for media and data purposes) was selected by 58% of Early Millennials and only 49% of Early Millennials.
"Most interesting is how rapidly this media orientation drops off as the age of the home network user increases," wrote Michael Greeson, TDG president and co-author of the report. "Beyond Millennials, this emphasis shifts incrementally toward a more data-driven behavior characterized by the use of net-connected, networked PCs for 'productivity' or non-media needs."
