The study (which can be found here), conducted in partnership with Ipsos, found that millennials spend a whopping 18 hours each day consuming media including TV, social media, magazines and radio. Of these 18 hours, the study found that millennials trust user-generated content (UGC) 50% more than other forms of media and that they find UGC to be 35 percent more memorable than other forms of media.
"Media consumption is no longer something that is sequential. Today's brands can't just focus on where someone is--they are on all types of media at all times. They need to focus on where consumers are most engaged to cut through the noise," says Anna Kassoway, Crowdtap's CMO.
The research was covered by Inc. Magazine, Entrepreneur, MediaPost, Mobile Marketer, Social Times and more.