Millennials Multi Stream

Millennials use at least two apps for mobile messaging and streaming music, a recent Nielsen report has found.

22:18 22 August 2017

A recent Nielsen report has found that millennials’ reputation for lack of brand loyalty extends to digital services. According to their report, 18- to 34-year-olds are highly engaged with digital services but tend to use more than just one app for each service they use.

 

The report cited that nearly 60per cent of millennials use two or more apps for streaming music. Only 39per cent of their older counterparts do the same.

 

Millennials are also more likely to use these multiple apps on a monthly basis and choose songs to play on demand instead of streaming music without making changes. This may explain why apps like Spotify have seen a greater adoption in recent years.

 

Meanwhile, consumers aged 35 and older are found to be more likely to remain loyal to a single app or streaming service.

 

Millennials are also the driving force behind the increased popularity of podcasts. 13per cent of them listen daily while 37per cent listen at least once every week. They are also nearly three times more likely to listen to podcasts daily compared with others.