Mobile Survey of 1,000 Millennials Reveals Streaming is King

  • MFour Mobile Research
IRVINE, CA —Streamed programming is the most frequent viewing choice for 58 percent of Millennials, according to newly released findings from MFour Mobile Research, an all-mobile market research company. Using MFourDIY, an all-mobile, do-it-yourself survey platform, MFour obtained 1,000 validated responses within two hours from Millennials on the million-member active panel that uses the surveys on the Go smartphone app. The 30-question survey covered entertainment, money and finance, and technology and lifestyles, giving a demographically representative picture of the U.S. millennial population by sex, age, race/ethnicity, income and employment status.

The first part is Millennials & Entertainment. Among the insights:

Streaming is King: Streamed programming is the most frequent viewing choice for 58 percent of Millennials – more than double the 28 percent who most often watch cable or satellite TV. And only 18.5 percent of Millennials who are 18 to 29 years old say cable/satellite TV is their first choice, compared to 37 percent for those who are 30 to 36.

Binge Watching is Huge: By nearly four to one (78 percent to 22 percent), Millennials prefer a television series to be released all at once, rather than having to wait for a weekly episode over the course of a season. 68 percent had binged on TV during the past month; 53 percent during the previous week.

Music Downloads are Going Mobile: More than half of Millennials (56 percent) said they had downloaded music straight to a mobile device within the past month; 43 percent had downloaded directly to desktops/laptops. African Americans were especially active music downloaders – 69 percent direct to mobile and 53 percent to PCs.

Opting Out of Going Out: More than half (57 percent) of Millennials had not been to a movie theater in the past month, and 82.5 percent had not been to a live concert.

Smartphone Viewing Second Only to TV: 91 percent of Millennials said they access entertainment on a television screen, with mobile phones second at 73 percent, followed by desktops/laptops (63 percent) and tablets (47 percent). Millennials who are 18 to 24 are more engaged than older Millennials in watching on smartphones (74 percent vs. 69 percent).

For a more in-depth look at this report, visit the MFour blog.

To view the full survey, click here and use the login credentials below:

Username: MillennialCaseStudy
Password: MFourMillennials


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