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Which Medium Most Impacts "Millennials"?

posted 11/02/2007
This article provided by the Engstrom Institute

Call them "Millennials" or "Echo Boomers" or "Generation Y"—these consumers of today (and tomorrow) constitute the largest consumer group in the history of the United States. They've also been called the "Net Generation"—but guess which medium's advertising ranks highest overall among Millennials (consumers born between 1977 and 1996) for value, trust and attention? Hint: It's not the Internet.

In fact, new research shows that Millennials feel most favorable toward magazine advertising, which goes against most conventional wisdom about this important consumer group's feelings about media and their advertising.

New information from the Millennial Strategy Program of MORI Research shows that of all the major media, magazine advertising is viewed most favorably overall by Millennials, when looking at factors of engagement such as "entertaining," "valuable to me," and "trustworthy." It is the only medium consistently to rank in either the number 1 or number 2 spots when compared ...

See also:

 advertising, communication, generational marketing, generations, marketing, Millennials