Millennials: the mobile generation

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Millennials: the mobile generation

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Millennials: the mobile generation
Millennials are not the multimedia generation, as is often asserted, but the first entirely digital generation, and this is best reflected in their obsessive use of smartphones.
The importance of mobile is not just as a communication device, because the smartphone has become an all-important tool, which this generation relies on for a much wider range of activities than older demographics.
The implications for traditional consumer media are that smartphone distribution and discovery are the key strategic issues for the foreseeable future.