Millennial generation’s media consumption.

Deloitte’s Technology, Media & Telecommunications industry group today released insights from a survey of U.S. media consumption that contradicts conventional wisdom about the Millennial generation (current ages 13-24, also known as “Gen Y”).

Deloitte’s 2007 State of the Media Democracy survey, conducted by Harrison Group, an independent research company, found that, despite their eagerness to embrace new media, Millennials have an affinity for “traditional” media, such as print publications and television. Almost 6 in 10 survey respondents (58 percent) say they use magazines to find out about what’s cool and hip, such as clothes, cars and music. Perhaps more importantly, almost three-quarters (71 percent) enjoy reading print magazines even though they know they could find most of the same information online.

“Our survey offers a reality check on Millennials and sheds new light on their distinctive blending of both traditional and new media. While it confirmed that Millennials are leading the way with newer forms of communications such as text messaging, the survey also highlighted their desire for more time for hanging out with friends – a perennial teenage favorite, and decidedly low-tech,” said Tony Kern, principal with Deloitte & Touche LLP and Media & Entertainment sector leader. “And, notably, even when using high-tech communications, such as instant messaging (IM) or text messaging, their most frequent topic of conversation is quite traditional: their favorite TV shows.”

Millennials Have Extensive Reach and Amplification

When Millennials find something they like, they broadcast it, and the power of their amplification is extensive. The Millennials surveyed maintain large IM and texting lists that average 37 people, compared to just 17 for the entire sample. And when they find a particular television show or website that they enjoy, they tell an average of 18 people, compared to only 10 people for all age groups. According to the survey, word of mouth is the most common reason for Millennials to visit a website, followed by an ad on TV. Almost half (48 percent) visit TV websites in a typical week.

High Demand for User-Generated Content

The survey confirmed the growing popularity of user-generated content; in fact, Millennials in the survey spend about equal amounts of time consuming user-generated content and commercially produced content online. “It’s clear that young people are increasingly creating videos, personal pages, blogs and more; the question has been whether anyone was watching,” continued Kern. “Our survey shows that while a large number of Millennials – 58 percent – create personal content in a typical week, an even greater proportion – 71 percent – regularly consume it.”

Notably, user-generated content is not just for kids – there is a ‘trickle up’ effect, and the older generations are creating and consuming personal content as well. In fact, over a third of Matures (current ages 61-75) – 36 percent – reported that they regularly consume user-generated content.

“Clearly, Millennials are the generation whose tastes, behavior and demands will define the future of media,” concluded Kern. “But, all generations have in fact been affected by convergence and the resulting media democracy. The big issues for the broadcast industry, as well as device manufacturers, are understanding how consumer behaviors will impact ad dollars, what devices need to be developed, and how internal operations need to be realigned.”

For more information at http://www.deloitte.com/us>