The four
groups include "Confident Connecteds," the largest group, representing 32%, who are “knowledgeable, sociable, and hardworking.” They watch TV shows like “Dateline,” syndicated
talk shows like “Katie” and “Ellen,” “Pretty Little Liars,” “American Idol,” “CSI” and “The Walking Dead.”
The next
two groups, representing about 25% each of the 18-34 group, are “Indie Dreamers” and “Creatures of Comfort.” The Dreamers are “ambitious, creative, and
individualistic” and tend to like TV shows such as “Glee,"“Big Bang Theory” and “The Mindy Project.”
advertisement
advertisement
Creatures of Comfort can be described as wanting “the simple life, unmotivated and easygoing.” They like TV shows like “The Vampire Diaries,” “Glee” and “Downton Abbey.”
And then comes “Youthful Pursuits,” representing the smallest part of millennials -- 18% -- who can be described as “image-seeking, live for now, embrace youth.” They are most identified with TV teen dramas like “The Vampire Diaries” and “Pretty Little Liars.”
Horizon Media’s millennial study revealed about half are happy with their lives and more than
half -- 57% -- believe they are empowered to change their lives.
There are extremes for these groups. The negative for Creatures and Youthful Pursuits is that “there is little I can
do to change my life,” according to the study. For Creatures of Comfort and Indie Dreamers, the concern comes with the description: “I’m unhappy with my standard of
living.”
Conversely, a more positive outlook for some in the biggest group Confident Connecteds and the smallest, Youth Pursuits -- can be identified with this statement: “I'm happy with my standard of living. The positive for Confident Connecteds and Indie Dreamers: “I can change my life when and if I want to.”