NEW YORK: US cable network Hallmark Channel has made the less-than-startling discovery that 'baby boomers' are more likely to stay loyal to traditional TV and its associated commercials, while younger 'millennials' switch to DVRs and video-on-demand.
Hallmark's survey, via researcher Millward Brown, was commissioned to map the changing TV and marketing landscape, and found the older group is also less likely to skip or fast-foward through ads.
According to research svp Jess Aguirre, the survey has thrown up some "eye-opening" findings: only 31% of millennials believe new TV technologies are complicated and difficult to use, as opposed to 55% of baby boomers.
In addition, the report found 52% of millennials were more likely to consider mobile devices as forms of entertainment, versus 35% of boomers; while 27% millennials go to websites to watch video, compared to 9% of boomers.
The results of the survey were made public at Hallmark's 'upfront' ad sales presentation last week in New York.
Hallmark's survey, via researcher Millward Brown, was commissioned to map the changing TV and marketing landscape, and found the older group is also less likely to skip or fast-foward through ads.
According to research svp Jess Aguirre, the survey has thrown up some "eye-opening" findings: only 31% of millennials believe new TV technologies are complicated and difficult to use, as opposed to 55% of baby boomers.
In addition, the report found 52% of millennials were more likely to consider mobile devices as forms of entertainment, versus 35% of boomers; while 27% millennials go to websites to watch video, compared to 9% of boomers.
The results of the survey were made public at Hallmark's 'upfront' ad sales presentation last week in New York.
Data sourced from AdWeek (USA); additional content by WARC staff
