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New global study explores the lives of Millennials


In the new Viacom study, The Next Normal: An Unprecedented Look at Millennials Worldwide, findings reveal that the nine- to 30-year-old demo is not defined by technology, but sees it as an enabler.

The study, produced by Viacom and the Viacom International Media Networks (VIMN) division, surveyed 11,300 Millennials from across 24 countries including Argentina, Australia, Brazil, Canada, China, Egypt, France, Germany, Greece, India, Italy, Japan, Mexico, Netherlands, Russia, Singapore, South Africa, Spain, the UK and the US.

Results show that despite economic concerns more than three-quarters (76%) describe themselves as “very happy” with the highest levels of happiness in countries like Mexico, Argentina and Brazil. The top driver of happiness was found to be time spent with family.

Increases in online friendships have also become a bigger reason for happiness, with Millennials averaging more than 200 online friends. But while Millennials have maintained approximately the same number of best friends over the past six years, their wider circle of real-life friends is shrinking.

Concerning technology, 75% of Millennials believe social media helps their relationships with friends and 73% say internet access changes the way they think about the world.

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Our spring edition of iKids Digital is now available! We’re taking a look at the looming rise of VR in kids entertainment, how MCNs are boosting the marketing might of kidsnets, and the rise of artificial intelligence in kids tech toys.


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