TDG: Millennials More Likely to Use Home Networks for Media Purposes

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New Report from The Diffusion Group Finds Younger Home Network Users Most Likely to Describe their Networked Activity as Media-Oriented; Tendency Declines by Age

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Most interesting is how rapidly this media orientation drops off as the age of the home network user increases.

According to a new report from The Diffusion Group (TDG), 74% of Millennials that use a home network describe their use as either equally or primarily media-oriented, a rate that decreases linearly with age. The In-Home Video and PC Ecosystem, TDG’s newest release, notes that this is coincidental with the fact that young adults consume greater amounts of online media in the home from sources like Netflix, certainly more so than their older counterparts.

While the percentage of media-oriented network users is relatively equal among the two Millennial segments, differences do exist. For example, among Late Millennials (18-24s), 24% are media-centric network users, significantly higher than Early Millennials (25-34s) at 15%. However, hybrid use (that is, equal use of the network for media and data purposes) was selected by 58% of Early Millennials compared with only 49% of Early Millennials.

“Most interesting is how rapidly this media orientation drops off as the age of the home network user increases,” noted Michael Greeson, TDG president and co-author of the new report. “Beyond Millennials, this emphasis shifts incrementally toward a more data-driven behavior characterized by the use of net-connected, networked PCs for 'productivity' or non-media needs.”

Greeson continued: “This phenomenon is revealed in a variety of metrics, but to see it manifested in such a linear fashion is striking.”

TDG’s new report also examines a number of topics of interest to content creators, operators, and technology providers, including the diffusion and use of:

  •     Various types of televisions in the broadband home, including their location by room and their rate of Internet connectivity.
  •     A variety of ancillary IP-enabled video platforms, including Blu-ray players, DVRs, game consoles, Internet set-top boxes, and Internet sticks.
  •     Smart TVs included location and connectivity rate.
  •     Home networks as well as in-home router placement.

This is the fourth year TDG has published a report specifically on the in-home video ecosystem. The In-Home Video and PC Ecosystem continues that tradition while acknowledging and measuring the growing use of IP-enabled platforms located throughout the home.

For those interested in learning more about the report, please contact sales(at)tdgresearch(dot)com.

About TDG Research

TDG provides actionable intelligence on the quantum market shifts impacting consumer technology and media behavior. Since 2004, our market research and advisory services have helped technology vendors, media companies, and service providers understand how consumers access, navigate, distribute, and consume broadband media -- whenever and wherever they may be. For more information, visit our website at

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Wendy Stockard
TDG Research
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