Perennial Millennials: A Viral Phenomenon
- PERENNIAL MILLENNIALS 1
- Executive Insights
L.E.K. Consulting recently conducted the first in-depth analysis of U.K. Millennials’ media consumption habits by life stage, from living at home with parents all the way through to starting their own families. The research, which covers six life stages, shatters the common assumption that, once millennials are older and have their own children, they revert to more traditional media consumption patterns.
In fact, millennials’ preference for new media channels is broadly consistent across all life stages and is virally spreading to non-millennial families and older generations. L.E.K.’s survey is a wake-up call to traditional media players, highlighting the major threat millennial behaviour poses to traditional TV.
In the first installment of L.E.K.’s ‘The Perennial Millennial’ Executive Insights spotlight series, we highlight the key findings from our proprietary research:
"The Perennial Millennial" confirms that the change in media consumption habits is faster and is far more pervasive than traditional media players originally thought. In light of these findings, organizations need to adapt rapidly to this fast-emerging new competitive environment.
The Perennial Millennial research and analysis was conducted by Maria Palm and Martin Pilkington, Partners in L.E.K.’s European Media, Entertainment and Technology practice.