Digital ads will become more creative in 2012 to motivate a generation often characterized as "stimulation junkies," as marketers focus on capturing 79 million U.S. consumers born between 1981 and 2000. It turns out that 93% of those ages 18 to 34 -- the Millennial generation -- are Internet users, compared with 88% of adults ages 35 to 54, and 42% of adults age 55 and older, according to a new report.
"Next Generation Strategies for Advertising to Millennials" suggests a high comfort level with technology, along with an estimated annual $170 billion in purchasing power, which defines this group as one of the most desirable to marketers. It's the first generation to grow up with computers in the home and the classroom, not knowing a life without the Internet or cell phones.
Millennials can multitask better than other generations, combining social media with online entertainment, video chatting, homework, and television. But they don't pay much attention to the content on the TV. Millennials are more difficult to persuade through television advertising when compared with older viewers.
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