09.23.2008 08:00 AM
Millennial generation seeks greater control of TV viewing experience, says survey
Research into the consumer technology decisions and media consumption habits of the “Millennial” generation (16-27 year olds) in Europe and the Middle East released Sept. 10 reveals that while this group continues to value television, it seeks greater control over the way it watches programming.
The survey, commissioned by Motorola, found that among this generation, the traditional linear TV schedule is a relic of a bygone era. The research found:
- 78 percent of Millennials would prefer a TV program to restart the moment they switch over to that channel.
- Two-thirds (66 percent) would be interested in pausing TV in one room and restarting it in another. This compares with 86 percent of U.S. respondents who answered similarly in a survey earlier this year.
- Almost one in three (32 percent) prefer to watch programs on their PCs compared to on their TV sets.
- More than half of those surveyed would like to be able to interact with their TVs and access information about the content they are watching.
- 68 percent would be interested in learning about and possibly purchasing items featured in TV shows, with the highest appetite coming from the UAE, where 81 percent of the sample expressed interest.
Findings are based on an online panel survey among more than 1200 16- to 27-year olds in France, Germany, Spain, UAE and U.K. in August 2008. The survey was previously carried out in the United States among 1000 Millennials.
For more information, visit http://www.motorola.com/content.jsp?globalObjectId=8828-11220.