They grew up with YouTube and Hulu.com, but Millennials aren’t just a bunch of freeloaders. A recent Advertising Age white paper about “The On-Demand Generation” revealed that this group spends 7 hours and 38 minutes a day with media—up by more than an hour from 2004, and the first time in a decade that time spent with media increased. While much of that content is free, they’re willing to pay for content they want, like music and movies from iTunes. Some findings from the report include the fact that Millennials want instant gratification. Free is their preference but they are willing to pay small fees or even watch advertising (“but it better be good advertising, and it better not take more than a nanosecond to load”), and they will not compromise on anything but the best quality.
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