Hallmark: Boomers Prefer Traditional TV

NEW YORK In an environment where everyone is discussing the migration of viewership to the Web, the baby boomer generation still demonstrates a preference for traditional television, according to research commissioned by the Hallmark Channel.

“The Consumer Television and Technology Study,” conducted by Millward Brown, also indicated that baby boomers are less likely to fast-forward or skip commercials. These findings were a stark contrast to the millennials, who actively choose new technology and products such as digital video recorders, video on demand and pay per view to watch video content.

Hallmark commissioned the research to gain a better understanding of the evolving TV viewing and marketing landscape, said Jess Aguirre, svp of research at the Hallmark Channel and the Hallmark Movie Channel.

Most surprising, said Aguirre, was the “degree of bifurcation in that generation gap [between boomers and millennials].” Aguirre found results of the study to be “eye-opening,” acknowledging that the Hallmark Channel expected to see differences in TV consumption patterns, but did not think they would be as dramatic.

Among some of the key findings: only 31 percent of millennials believe new TV technologies are complicated and difficult to use, as opposed to 55 percent of baby boomers. The research also found that 52 percent of millennials are more likely to consider mobile devices as forms of entertainment, versus 35 percent of boomers. Additionally, 27 percent of millennials go to Web sites to watch video, compared to 9 percent of boomers.

The independent network announced the research at its upfront presentation in New York last night. The national survey involved 1,200 cable and satellite viewers via telephone.