Which Medium Most Impacts "Millennials"?

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 to other media, including TV, Internet, newspapers or radio.

MORI's research also revealed that Millennials focus more on magazine advertising than any other medium. Why do Millennials feel this way about magazine advertising? The data shows that Millennials believe that magazine advertising gives them control, is targeted specifically to them and, consequently, is extremely relevant.

Why are Millennial consumers important to advertisers? Because Millennials are the consumers of today—and tomorrow. According to a study by Harris Interactive, young Millennials already spend $172 billion per year and have tremendous influence on their parents' purchasing patterns.

According to U.S. Census population projections, by 2010, adult Millennials (age 18+) will represent half of the crucial 18-49 demographic prized by so many marketers. By 2014, they will account for nearly two-thirds (64 percent) of this demographic.

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