In Nielsen Media reports, the 18-49 group is always cited along with overall viewership due to the fact that it drives advertising. Millennials, aged 18 to 35, are a significant part of this coveted demographic. They recently passed baby boomers to become America's biggest generation. Generation Y is often dismissed out of confusion in the media due to the fact that they've veered from traditional patterns of consumption. However, this just means that companies need to understand the key differences and apply them to their methods of reaching out. The online men's magazine Man of the Hour is here to help with that, specifically in regards to its audience of professional millennial men.
Nielsen research has revealed many of these differences in how millennials, and in particular the men, consume content. They watch less TV than Generation X members and baby boomers, but that doesn't mean they're less interested in visual media. Millennial males make up the difference on the internet, spending more time watching online videos on sites like YouTube and being customers of streaming video services like Netflix. Similarly, they use online music streaming services, such as Spotify and Pandora, more than their peers. Accordingly, Man of the Hour includes not only movies and TV shows, but also web series and streaming shows in its entertainment coverage.
Social media usage has always skewed towards the young. Millennial men spend significantly more time on social media, and just as notably, are more likely to find out about companies there and trust that information than from other sources. For better or worse, they are also less concerned about revealing private information on social media. Man of the Hour maintains a strong presence on Facebook, Twitter, and Pinterest, so that it's consistently keeping in touch with its audience by connecting to their online habits. Social media news and tips can be expected to be common topics of discussion in the magazine.
Young men spend more money on electronics and make up more than 10% of electronics expenditures among adults. They're also more likely to download mobile apps and play video games. To accommodate this interest, Man of the Hour devotes a major section of its content to technology, giving news and insight on the latest cars, gadgets, and phones.
Due to the fact that they've had less time to accumulate savings and bad timing with significant economic downturn, millennials have less discretionary income than other generations. However, that's no reason for Man of the Hour to be a magazine for window shopping. Although its audience can't always afford the outfits featured in its fashion runway coverage, for example, an effort is always made to suggest more affordable looks that keep with the spirit of the style. Thus, a feeling of accessibility, in addition to sophistication, is achieved.
It would be a mistake to think of millennials as a uniform demographic when they are collectively transitioning through major phases of their lives, from graduating high school to becoming homeowners and parents. Somewhere in the middle, many male millennials graduate college and have figured out, or are in the process of determining what kind of a career they want. Man of the Hour speaks to these educated young men who are at the beginnings of their professional lives, through a wide variety of content ranging from culture, entertainment, health, music, style, and tech. The goal is to cultivate success, leadership, and sophistication among this emerging generation. It would be a major benefit to a company or brand to collaborate and have this influential demographic brought to them.