Recognized as the canaries in the digital media coal mine, millennials' tech tastes and consumption habits are watched more closely than any one group.
In what directions are millennials leaning of late? For one, no other demographic is dropping their TV remote controls at a faster rate, according to new research expected to be released this week by digital ad firm YuMe and the IPG Media Lab.
In particular, male millennials watched 10% less TV in 2012 than they did in 2011, while female millennials watched 7% less TV over the same period of time.
Even more remarkable, millennials -- ages 18-to-24 -- consume the majority of their video content via smartphone (about 20%); just over 15% via tablet devices; just under 15% via PC; less than 10% via live TV; and less than 7.5% via DVR devices.
Just because millennials prefer their phones over widescreen TVs, however, does not mean these consumers are always on the go. On the contrary, nearly all (99%) reporting watching videos via smartphone at home. And notably, 54% report watching videos via smartphone at friends’ homes -- more than any other demographic.