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Millennial TV Viewing Differs Via Ethnnicity, Gender

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by Wayne Friedman

Nielsen says millennial males spend less time on average each week watching traditional TV—only 20 hours, compared to 23 hours for millennial females. Slightly older Gen X males spend 28 hours, and even older Boomer males logged in 38 hours.

Ethnic breakdown of millennial TV viewers differs are well: African-American millennial males spend more time watching content than millennial men as a whole (33 hours a week); Hispanic millennial men watch less than the average millennial man (19 hours a week).

Asian-American millennial men even less than at -- 11.5 hours off watching traditional TV per week.

No surprise here: Where millennial males are low consumers of TV, they more than make up the difference online, spending significantly more time per week than any other demographic watching videos on the Internet — 2 hours 15 minutes.

Asian-American millennial men spend the most time watching videos on the Internet, almost 4 hours watching internet video.

Millennial men also differ from millennial women when it comes to music and social media in general — heavier consumers in both areas. Men tune in 11 hours and 42 minutes versus 10 hours and 46 minutes for women.

Source

"'Millennial TV Viewing Differs Via Ethnnicity, Gender." MediaPost, 12/11/14.

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