Millennials are giving new meaning to the "always-on" consumer because they are on even when they are supposed to be off.
Millennials are apparently spending 18 hours per day consuming media. The hours are compounded, meaning that a person watching TV and checking Instagram at the same time for one hour would rack up two hours of media consumption -- one for each device. That's according to new research from Crowdtap, a social analytics platform.
Crowdtap partnered with Ipsos MediaCT to survey 839 Millennial men and women online in January 2014.
Calling them "always-on consumers" alone doesn't appear accurate, though. Crowdtap says 30% of Millennials' media time is spent with content created and curated by their peers, which means they are also acting as "always-on publishers."
Broken down, Millennials spend 18% of their time on social networking sites, which is still less than the 20% of time they spend browsing the Internet, though I'm sure those two overlap. They spend 13% of their time watching live TV and 10% watching pre-recorded TV.
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