Connecting with radio changes as millennials move through life stages

Despite falling into one generation, millennials are not a uniform, homogeneous group with a common set of beliefs, interests and behaviors. Their lives are in rapid transition: They're joining the workforce, moving into their own homes and starting families. And these changes influence their media consumption habits, including how and when they listen to the radio. Nielsen’s fourth-quarter 2015 Total Audience Report found that 97 percent of 18-year-olds live in someone else’s home, primarily a parent’s or parents’; by their mid-30s, 90 percent of millennials live in their own home, and more than half have children. Interestingly, one-third of 26-27 year olds falls into each of the three life stages.