Breaking down the millennials: MTM

Those in Gen Z are more likely to have a smartphone and use Snapchat, Tumblr and Reddit than those in Gen Y, according to new numbers.

Millennials are the “most digital” generation, with 18- to 34-year-olds spending 31.8 hours online per week, according to new numbers from Media Technology Monitor (MTM).

A new study from MTM breaks down how the subsets of that demo, Gen Z and Gen Y, differ from each other.

Millennials are the largest adult demographic in Canada, with 28% of the adult Anglophone population. They come in just ahead of Gen X (35 to 49) with 27% of the adult population.

For the purposes of the study Gen Z is between 18- and 25-year-olds and Gen Y is those between 26 and 34.

Those in Gen Z are slightly more likely (94%) than those in Gen Y (91%) to own a smartphone. However, those in Gen Y are more likely (57%) to have a tablet than those in Gen Y (49%).

More members of Gen Z (92%) than Gen Y (89%) report visiting a social networking site once a month.

The social media sites that the two groups visit varies wildly. Snapchat was reported as being used in the past month by 40% of those in Gen Z, but only 10% of those in Gen Y. Tumblr was used by 20% of those in Gen Z versus 10% of those in Gen Y. Reddit was also used much more by those in Gen Z, with 21% reporting to have used the site in the past month versus 9% of those in Gen Y.

The majority of millennials (90%) report going online at the same time as they’re watching TV. Members of Gen Z are more likely (61%) to report multi-tasking almost always, while 54% of Gen Ys report that same level of multi-screen time.

Overall, over one-quarter (27%) of millennials don’t have a paid TV service, with Gen Z reporting slightly higher levels (29%) than Gen Y (26%). That’s contrasted with 9% of older Anglophones reporting that they have cut the TV cord. Those in Gen Z are spending the least time with traditional media platforms, reporting six hours a week watching TV and 5.3 hours per week listening to the radio.

Almost half of Gen Z is currently attending school, and unsurprisingly also reports earning lower incomes than those in Gen Y. The majority of those in Gen Z either report making under $35,000 (23%) or between $35,000 and $75,000 (23%). That is contrasted with Gen Y, where the majority (26%) of those in the group are making between $35,000 and $75,000, but 23% are making between $100,000 and $200,000.

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