Reader Survey Results: All About Millennials

On 1/16/2015 we examined some early returns from the 2014 Readership Segmentation Survey and I have finally found some time to dive deeper into that data. We’ll take a look at results from all demographics later this month but today’s post is going to cover results from the 25-34 age group.

Without a doubt, the largest increase in overall readership is from Millennials; having said that, their ethnic composition (80%+ Caucasian) and sex (nearly 55% male/45% female) mirrored those from other groups but that’s where things started to deviate.

Readership Share & Occupation

Rise of the millennials
Millennials not only experienced the largest increase among all demographics but they leapt ahead to occupy the largest ratio of readers.
career track
Millennials comprised the highest ratio of management related occupation while the only career tracks where Millennials were lower than other age groups were musicians, board members, and journalists.

Value, Satisfaction, & Engagement

The Millennial Mind
Compared to Gen X and Baby Boomers, Millennials read nearly twice the number of blogs every day and one of the dominant reasons is to find a better perspective and more personality than traditional media outlets. At the same time, they are generally less satisfied with all mediums of cultural news compared to their elder peers but have an especially low satisfaction rate for television, discussion forums, and print newspapers.
Social Engagement
Although they tend to read about 10 percent more culture blog articles per week than other age groups, Millennials are not as likely to engage with friends and colleagues every day about something they read at a culture blog. At the same time, they are far more likely to do so 1-3 times per week.

But Why?

One area where Millennials produced similar results to other age groups were the reasons why they read culture blogs, the only slight deviation was a higher desire for more personality.

In the end, it is important to keep in mind that the results are not intended to represent the insight of culture blog readers as a whole, rather, they are solely the responses from Adaptistration readers. Having said that, I still wanted to share the results from the nearly 500 respondents as it should provide some measure of broader understanding. We’ll examine the comprehensive results in a later post, until then, thank you to everyone who took the time to complete the survey!

Here’s a little something special for those you you that like big infographics…

Adaptistration 2014 Reader Survey Millennials


About Drew McManus

"I hear that every time you show up to work with an orchestra, people get fired." Those were the first words out of an executive's mouth after her board chair introduced us. That executive is now a dear colleague and friend but the day that consulting contract began with her orchestra, she was convinced I was a hatchet-man brought in by the board to clean house.

I understand where the trepidation comes from as a great deal of my consulting and technology provider work for arts organizations involves due diligence, separating fact from fiction, interpreting spin, as well as performance review and oversight. So yes, sometimes that work results in one or two individuals "aggressively embracing career change" but far more often than not, it reinforces and clarifies exactly what works and why.

In short, it doesn't matter if you know where all the bodies are buried if you can't keep your own clients out of the ground, and I'm fortunate enough to say that for more than 15 years, I've done exactly that for groups of all budget size from Qatar to Kathmandu.

For fun, I write a daily blog about the orchestra business, provide a platform for arts insiders to speak their mind, keep track of what people in this business get paid, help write a satirical cartoon about orchestra life, hack the arts, and love a good coffee drink.

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5 thoughts on “Reader Survey Results: All About Millennials”

  1. Great infographic. It wasn’t surprising at all to see that 88% find blogs beneficial for their news. I wonder if we took this say 10 years ago how much different that would be. There is definitely a shift in thinking compared to my age group (1970s kids), but it seems to be getting smaller as more and more of us are starting to get online.

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