Younger consumers use two or more apps for streaming music, mobile messaging, says Nielsen


Millennials’ reputation for a lack of brand loyalty extends to digital services, according to a new report out from Nielsen this morning. The measurement firm’s latest study looks into how the generation consisting of 18 to 34-year-olds uses communication apps and streaming music services, among other things. The report found that this demographic is highly engaged with digital services throughout the day, but they don’t tend to choose only one service over another in any segment. Instead, they often use many.

For example, nearly 60 percent of millennials use two or more apps for streaming music, Nielsen found. That’s far higher than older users, 35 and up, where only 39 percent do the same. This indicates a lack of loyalty to a single brand, and a desire to consume more…

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