MILLENNIAL KEY LEARNINGS — April 30, 2020

Changes in collective behaviour in the midst of the current COVID-19 crisis

Social Media: bolstering the struggle of Social Distancing

• Millennials have been larger consumers of news apps during this period as compared to Gen X and baby boomers.
• Massive migration from traditional media towards digital media is witnessed with less than 5% of millennials and 0% of Gen Z preferring print form of news. TV news doesn’t occupy a major share either
• Impact of this lockdown on social media usage is much higher for Gen Z (94%), and decreases gradually amongst older generations. Millennials and Gen Z also appear to be exploring more new activities (79% and 82%)
• However, simultaneously, Gen Z and millennials are also feel a larger impact on their sleep and mental health (65–70%) compared to Gen X (48%)
• A detailed report by The Mavericks on the shift in attitudes around the crisis will be coming soon.