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Brief Published: 15 Dec 2014

Millennial Males

Millennial males enjoy watching video online

New research from Nielsen has revealed that millennial males in the US are at the cutting edge of the digital revolution, consuming more online content than other demographics and placing high levels of trust in online social networks.

While millennial men watch less TV than other demographic groups (20 hours per week compared to 28 hours for Gen X males and 38 hours for boomers), they make up for it by watching more videos online than any other age group.

Their viewing habits vary significantly by ethnicity. For example, African-American millennial males spend an average of 36 hours per week watching content (33 hours of television and three hours of internet videos), while Hispanic millennial men watch under 21 hours on average each week (19 hours of television and less than two hours of internet videos).

Social media is the main source of information about companies for most millennial males, and Nielsen found they are more likely to trust information they learn about an organisation through social media than information found elsewhere. Interestingly, they are less concerned about the amount of personal data collected by companies than other consumer groups.

Nielsen advised advertisers to use edgy or slapstick humour when targeting millennial men, adding that adverts that portray "normal" men in strange or exaggerated circumstances were some of the most effective. For more advice on winning over the modern male consumer, take a look at Men's Health: New Directions and our Industry Trend The New Masculinity.