MILLENNIALS AS TARGET MARKET (INTERNET USAGE RESEARCH)
Millennials have the highest social networking penetration of any generation, and the highest Facebook and Twitter use rates to match. Though Twitter started out with a somewhat older audience, millennials now make up more than half of all users, and will hover around that point for the next several years. They also account for about four in 10 digital video viewers. -
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The Millennial generation, also known as Generation Y, is the first to come of age with cable TV, the Internet and cell phones, so technology is essentially baked into every Millennial’s DNA. In fact, when asked what makes their generation unique, Millennials ranked “Technology Use” first (24%), followed by “Music/Pop Culture” (11%) and “Liberal/Tolerant” (7%). In contrast, Boomers ranked “Work Ethic” as the most defining characteristic of their generation.
Roughly 93% of Millennials used a mobile phone in 2012 and among that about 63% used smart phones. Millennials also have the highest penetration of Internet usage, with 93% of Millennials using the Internet, 89% of Gen X and 77% of Baby Boomers.
While Millennials were not the highest in usage of mobile phones and smartphones, the study found them to have the highest usage of social media. Eight-four percent of Millennials are social media users, with 66% of Gen X on social networks and 44% of Baby Boomers.
Given their fluency and comfort with technology, Millennials have more of a positive view of how technology is affecting their lives than any other generation. More than 74 percent feel that new technology makes their lives easier, and 54 percent feel new technology helps them be closer to their friends and family.
And perhaps that’s why they’re