New Study Reveals 30% of Millennials Media Time is Spent With User Generated Content

Crowdtap and the Social Media Advertising Consortium (SMAC), in Partnership with Ipsos Media CT, Examine Millennials’ Media Consumption

March 10, 2014

New York, NY (March 10, 2014) — Crowdtap, the Leading Social Influence Marketing Platform, has released a new research report on the media consumption habits of millennials, how they perceive information from various sources and how these same media sources impact purchasing decisions.

The research was conducted in partnership with Ipsos Media CT and the Social Media Advertising Consortium (SMAC).

Millennials, which are forecasted to have record-breaking purchasing power, are most influenced by user-generated content (UGC).

Key research highlights as follows:

  • In aggregate, millennials spend roughly 18 hours with different types of media per day (often viewing multiple devices, media hours are not mutually exclusive).
  • UGC wins millennials time, with 5.4 hours, roughly 30% of time spent and is only rivaled by all traditional media types combined (print, radio and television at 33%).
  • On a daily basis millennials prioritize social networking above all other media types, with 71% saying they engage in social media daily.
  • Millennials say that information received through UGC is trusted 50% more than information from other media sources, including TV, newspapers and magazines.
  • Millennials find UGC content 35% more memorable than other sources.

Given the study findings, UGC empowers marketers with greater access to millennials' time, a more trusted channel to deliver brand messages and a more memorable experience. This combination provides a unique medium and if leveraged correctly, gives brands the opportunity to be influential by leveraging UGC.

Download the full research study as part of Crowdtap's research paper, Social Influence: Marketing's New Frontier.

Editor's Note: Crowdtap and partner Ipsos conducted this research in January 2014. The universe was 839 US men and women from the Millennial Generation (defined as age 18-36).

About Crowdtap

Crowdtap is an award-winning marketing technology firm based in New York, which creates on-demand and meaningful connections between brands and consumers through consumer insights, consumer ratings and reviews, and influencer activations. Through instant ideation, feedback and validation, Crowdtap help brands stay on pace with culture and ahead of trends.

Since its founding in 2009, Crowdtap has worked with top brands including General Mills, Heineken, Kraft Foods, P&G, Verizon, Walmart and Yum Brands, and has received numerous accolades for its work from The Shorty Awards, WOMMA and OMMA, among others. Crowdtap has also been named a top place to work by Fortune, one of America's Most Promising Companies by Forbes, and recognized for its growth by Advertising Age and Mashable. Visit for more information.



Type of Inquiry