Rather than being slaves to television or radio sets or newspapers and the content they pump out, the members of generation Y are slaves to devices allowing them to choose the media content they receive.
How do you reach youth? That is the question exercising the minds of many. It was easy when they were part of the mass market. But now they are absorbed by the more opaque digital world.
The members of generation Y present a great opportunity for those who can capture their attention, and a great threat to those who cannot.
“They are very skeptical about ‘talk at’ media like TV, newspapers and outdoor ads,” says Justin Graham, strategic planner at ad agency Leo Burnett. “They do not want to be passive consumers.
“This is the first generation to grow up with digital media and to understand the control digital media gives them. SMS, the internet, iPods and so on are all important to them and an integral part of their lives.”
The definitions of generation Y vary, with some social researchers and statisticians saying it covers people born between 1980 and 1994, others defining it as 1978 to 1994 and others plumping for 1982 to 1995.
While researchers cannot settle on one definition or name for these consumers, they agree that their behaviour and attitudes present myriad challenges for media and marketing executives.
Mobile phones are ubiquitous among generation Y consumers and, according to Chris Christofi from the media agency Ikon Communications, are an important symbol of their behaviour and attitudes.
“Mobility is one of the main characteristics of this generation, as they lead lives that flow from activity to activity, staying connected, informed and entertained via their mobiles and other portable devices,” he says.
“Reaching them when they are on the move is a key factor in connecting with this audience.”
Starcom’s research found most people aged 13 to 24 say they are “time poor.”
“Pressure from their parents to achieve and the huge choice they have in terms of entertainment and information means they feel the need to make the most of their time,” Sintras says.
“Anything that ensures they have no downtime and stay connected is important.
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