Document Type
Conference Proceeding
Conference Track
Marketing Research/ Demographics/ Consumer Behavior
Publication Date
2016
Abstract
The purpose of this study is to identify the usage and preferences of millennials viewing television content on broadcast or on-demand television subscriptions. The study focuses on those aged 18-35, but also provides results for those falling outside of this age demographic. This study seeks to provide marketers with information regarding consumer preferences so they may adapt their offerings to meet the desires of customers which will in turn provide consumers with better quality television viewing experiences. An online survey was conducted which included 118 respondents and gauged their current use of, satisfaction with, and preferences for viewing television content. The results revealed that while millennials do prefer to watch television on-demand and are thus moving away from broadcast television subscriptions, original content is not an important factor for millennials when viewing on-demand content. Additionally, millennials have mixed preferences regarding the choice of binge-watching television content versus watching content week-to-week.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Shelton, Summer; McKaig, Nicholas; and Mendez, Cristian Gonzalez, "Television Viewership Among Millennials: An Analysis of Millennials Usage and Preferences of On-Demand & Broadcast Television Services" (2016). Association of Marketing Theory and Practice Proceedings 2016. 7.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2016/7
About the Authors
Summer Shelton is currently in the final year of the Master of Science program in Integrated Marketing Communications at Florida State University where she is also working toward a Certificate in Project Management. She received her Bachelor of Arts Degree in Advertising and Public Relations from Marietta College in Marietta, Ohio where she also minored in Asian Studies.
Nicholas McKaig is currently in the final year of the Master of Science program in Integrated Marketing Communication at Florida State University. He received his Bachelor of Arts Degree in Music at the University of Southern California.
Cristian Gonzalez-Mendez is currently a master’s candidate in the FSU College of Communication and Information at Florida State University. He received his Bachelor of Science degree in Communications, Public Relations from Florida State University.
Jaejin Lee, Ph.D., received a Master’s Degree in Advertising, as well as her PhD in Mass Communications, from the University of Florida. Dr. Lee is currently an assistant professor at Florida State University. Her research interests include Consumer Behavior, Branding, Strategic Marketing, Cause-related Marketing, Social Marketing, New Media, and Health Communication.