Gen Y Connects To Brands Via Digital Media
With approximately 75 million individuals ages 12-29 living in the U.S. today, Gen Y is believed to be the largest generational cohort since the baby boomers. And digital media is "trouncing" traditional channels in the battle for affluent Gen Y consumers, according to a new study by L2, which examined the media consumption habits of well-heeled millennials, defined as anyone born between 1980-2000).
The L2 study was based on an international survey panel of 535 young adults who expect to be earning more than $80,000 per year in the near future. Of key interest to advertisers and marketers, it delved into the implications for luxury marketers looking to connect with prestige-oriented members of this rising generation.
Facebook is a dominant presence in the Gen Y media mix, with 81% of affluent millennial consumers using it every day; that's about twice the proportion who read newspaper content (45%) or watch TV shows (44%) every day.
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