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Reports on the media habits of Gen Y consumers can lull marketers into viewing age as the primary consideration in forecasting media habits. Clearly, age is a factor — younger people do tend to be more diversified in their media consumption and are more likely to interact regularly with emerging media such as social and text messaging. However, media habits change as people move through different life stages, and these changes impact how people choose to interact with brands.
Research conducted by ExactTarget in collaboration with the Center for Media Design identified four Gen Y subgroups that each exhibit unique media habits.
Originally From “The Fluid Nature Of Gen Y’s Media Habits”| Published January 22, 2010