Millennials are more likely than Baby Boomers to do multiple things while consuming media, to pay for socially responsible products, and to be willing to try new digital platforms, according to recent research from Nielsen.

The report was based on data from the Nielsen Global Survey, which has been polling the attitudes of more than 30,000 online consumers in more than 60 countries since 2013.

A larger share of Millennial respondents (age 21-34) than Baby Boomer respondents (age 50-64) say they multitask while watching video.

That's also true regarding paying a premium for sustainable brands, being open to ordering online for food delivery/using a virtual supermarket, and wanting to be connected anytime, anywhere to access digital content.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji