A research commissioned by ABI for the fourth edition of the Festival della Cultura Creativa investigated the tastes of Millennials, the generation including young people born between 2000 and 2010.
Nobody knew what digital natives wrote, read and listened to until today, even considering the endless free content offer at their disposal (in comparison, for instance, with the poor schedule of the old “TV for kids”), besides the several possible ways of consumption.
A first comforting result revealed by this research and entitled “The good journey: move and grow up though the paths of art, science and creativity”, highlights how the current digital revolution didn’t replace or dismiss the most traditional forms of cultural consumption, such as TV, but it supported and enriched them with the most individual ones, such as mobile devices (smartphones and tablets).
About how much time they watch it, kids between 9 and 16 years old in Europe spend on average an hour and a half online every day and more than two hours watching TV, even for the increasing offer of age-specific content broadcasted in Europe by ninety-eight specific thematic channels.
The central question is about the offer that the traditional cultural institutions are preparing to satisfy the most demanding tastes. At a time when the digitalisation and the hyper-connection make millions of literary, musical, film and TV titles (besides billions of still and moving images) available (often free), we need to reinvent the schedules. Many new formats are created to increase the creative capacities of the youngest audience who are considered not as simple viewers but they are involved as authors, creators and producers of content and experiences to find new instruments of dialogue with the one who will be the new adult audience.
An ABI research on Millennials’ tastes, the generation of young people born between 2000 and 2010.
