or


[01/23/15 - 01:09 PM]
New MTV Study, "Millennials Have Drive," Reveals Millennials Love Their Cars More Than Social Media and Texting
Today's results represent the first wave of research coming from Viacom's brands in the car category.

[via press release from MTV]

NEW MTV STUDY, "MILLENNIALS HAVE DRIVE," REVEALS MILLENNIALS LOVE THEIR CARS MORE THAN SOCIAL MEDIA AND TEXTING

Study Shows Unique Opportunity For Automobile Industry To Better Serve Millennials

San Francisco, CA (January 23, 2015) - MTV, a division of Viacom (NASDAQ: VIAB, VIA), today unveiled its new research study, "Millennials Have Drive," at the National Automobile Dealers Association (NADA) Convention and Expo 2015, uncovering an increase in young people's passion for cars and car ownership with 3 in 4 young people agreeing they would rather give up social media for a day than their car and 72 percent agreeing they would rather give up texting for a week than their car. Additionally, the study unearthed key points of entry for the automobile industry to win over this segment of the population with more targeted car advertising, increased customization options and a more transparent buying process.

Today's results represent the first wave of research coming from Viacom's brands in the car category. A second automobile study will be released later in 2015.

"Millennials are perhaps the most sophisticated consumers the world has ever seen - highly educated, demanding, and incredibly adept at using technology to make thoughtful purchases," said Jeff Lucas, Head of Sales, Music and Entertainment, Viacom Media Networks. "We want to understand how Millennials' attitudes toward car ownership are changing as they grow older, the economy improves and the auto sales landscape evolves."

"The insights gleaned from this first auto study show a generation that emphasizes car ownership and the critical role it plays in their day-to-day lives," said Berj Kazanjian, Senior Vice President, Ad Sales Research, MTV. "Millennials, like other generations, see car ownership as a way to establish independence, but Millennials also see car ownership as a way to craft their unique adult identity."

Today's findings establish that 8 in 10 Millennials get around most often by car as opposed to any other form of transportation - a stark contrast to studies in recent years that show driving on the decline among young people. This shift in driving behaviors and attitudes towards automobiles can be attributed to Millennials aging up into car ownership, an improving economy and the fact that more Millennials are able to afford cars now than a few years ago. As a result, young people claim to drive more miles per month than any other generation with a self-reported 72 percent increase in the average number of miles driven versus Boomers (934 miles vs. 544 miles) and an 18 percent increase versus Gen X (934 miles vs. 790 miles).

Millennials' passion for driving versus other generations is underscored with 70 percent saying they "like driving a lot" versus 58 percent of Boomers and 66 percent of Gen Xers. Moreover, young people are exhibiting a broadening desire to buy and own cars:

· 82 percent of Millennials find buying/leasing a new car exciting

· 3 in 4 young people feel like they couldn't live without their current car

· 85 percent of Millennials are looking forward to one day owning the car they've always wanted versus 59 percent of Boomers and 72 percent of Gen Xers

· 73 percent of young people love learning about new car models and functions versus 69 percent of Boomers and 54 percent of Gen Xers

While the overall sentiment toward car ownership is overwhelmingly positive, "Millennials Have Drive" offers several insights into ways the buying experience can be improved and better serve the generation. In fact, 8 in 10 young people believe the buying or leasing of a car should take less time. Additionally, 71 percent agree that ratings and comparisons among vehicles are often unclear and 87 percent say the buying process should be more transparent.

Millennials see owning a car as more than just a big-ticket purchase of four wheels and an engine with 87 percent agreeing, "I enjoy customizing the things I own and experiences I have to make them uniquely for me." When specifically asked about cars, almost 3 in 4 (73 percent) agreed, "it's important their car reflect who they are," and 81 percent said they wish there were "more affordable ways to customize my car," a significant jump from Boomers (55 percent) and Gen Xers (68 percent).

On the advertising front, 57 percent of young people agree that car advertisements influence their purchasing decisions, which ranks significantly higher than Boomers (33 percent) and Gen Xers (42 percent). However, one in two do not feel that current car advertisements speak to who they are.

Overall, the study shows immense opportunity in the auto industry to capture the attention of this passionate generation - a group that confirms they are interested in cars and influenced by advertising. The study also offers data-driven suggestions for advertising, vehicle customization, and the car buying process.

The "Millennials Have Drive" study was fielded in the spring of 2014 and included quantitative research of 3,610 Millennials ages 18-34, 400 Gen Xers and 403 Boomers, as well as qualitative field studies, focus groups, one-on-one interviews and more.

For additional insights and data points, click HERE to review the executive summary of "Millennials Have Drive."





  [january 2015]  
S
M
T
W
T
F
S
    


· SHOWATCH
(series past and present)
· DEVWATCH
(series in development)
· MOVIEWATCH
(tv movies and mini-series)





[09/18/19 - 01:28 PM]
At $1.5 Trillion and Growing, America's Mounting Student Debt Crisis Takes Centerstage in New Crackle Original "Going from Broke" Launching Thursday, October 17
Leading the charge to support millennials in overcoming their crippling financial struggles is host Dan Rosensweig, Chegg CEO, and financial expert Danetha Doe.

[09/18/19 - 12:14 PM]
FOX Sports Announces WWE Programming Ahead of "Friday Night Smackdown" Debut
FOX Sports presents a slate of special programming, pre-event coverage and cross-platform integrations in anticipation of the marquee event.

[09/18/19 - 11:40 AM]
Beth Stern and James Denton Return to Host the 9th Annual American Humane Hero Dog Awards(R)
Said event will be broadcast as a two-hour special nationwide on Monday, October 21 on Hallmark Channel.

[09/18/19 - 11:01 AM]
HBO Sports' Emmy-Winning Franchise "24/7" Returns for "24/7 College Football," Featuring Four Undefeated Teams in the AP Top 25: Florida, Penn State, Arizona State and Washington State; Debuts October 2, Exclusively on HBO
Florida, Penn State, Arizona State and Washington State are among the featured programs.

[09/18/19 - 10:03 AM]
Netflix Inks First-Look Feature Film Deal with "Always Be My Maybe" Director Nahnatchka Khan
The film premiered on Netflix in May and was seen by 32 million households in its first four weeks and was loved by critics and audiences alike.

[09/18/19 - 10:01 AM]
John Cena to Guest Star in Nickelodeon's "The Substitute," Premiering on Friday, Oct. 4, at 7:00 P.M. (ET/PT)
Using a full costume and prosthetics to hide his identity, Cena is transformed into three completely unrecognizable camp counselors.

[09/18/19 - 10:01 AM]
"Buzz," A Documentary Following Pulitzer Prize-Winning Reporter and Author, Buzz Bissinger, Debuts September 25, Exclusively on HBO
The film directed by Bissinger's childhood friend, Andrew Shea, and executive produced by his cousin, Peter Berg, and Matthew Goldberg.

[09/18/19 - 09:30 AM]
Disney Junior Orders Third Season of Emmy(R) Award-Nominated Series "Fancy Nancy" Ahead of Its Season Two Premiere on Friday, Oct. 4
Based on the New York Times bestselling books by Jane O'Connor and Robin Preiss Glasser, the series was Cable's #1 series with Girls 2-5 and Girls 2-8 in its first year.

[09/18/19 - 09:02 AM]
Ina Garten Is Back with Brand-New Recipes and Tips in "Barefoot Contessa: Cook Like a Pro" on Sunday, October 27th at 12PM ET/PT
"I'll show everyone how to go to a grocery store, buy perfectly good ingredients, and make delicious, easy dishes that will delight everyone at their table," said Ina.

[09/18/19 - 09:01 AM]
Emmy-Winning Writer And Producer Donick Cary Signs First-Look Animation Producing Deal with Comedy Central Productions
As part of his deal, Cary will develop his own ideas, and work with other talent and creators to identify and develop animated properties for Comedy Central and other platforms.

[09/18/19 - 08:40 AM]
"The Boondocks" to Return on HBO Max
The series from creator Aaron McGruder will launch in Fall 2020 with a 50-minute special.

[09/18/19 - 08:13 AM]
Tuesday's Broadcast Ratings: ABC, NBC Share Adults 18-49 Honors
"America's Got Talent" is the top draw last night among total viewers and adults 18-49.

[09/17/19 - 08:01 PM]
The New Bachelor Revealed on Tonight's "Bachelor in Paradise" Season Finale
The 24th season of ABC's hit romance reality series "The Bachelor" premieres in January 2020.

[09/17/19 - 07:16 PM]
The Incomparable Mariah Carey Debuts "mixed-ish" Theme Song, "In The Mix," at ABC's "Embrace Your Ish" Premiere Event
ABC's "mixed-ish" follows Rainbow Johnson as she recounts her experience growing up in a mixed-race family in the '80s and the dilemmas they face to acclimate in the suburbs while staying true to themselves.

[09/17/19 - 03:06 PM]
Amazon Studios Announces New Zealand as Location for Its Upcoming Series Based on "The Lord of the Rings"
Pre-production has started, and production on the series will begin in Auckland in the coming months.