Location: Fordham Law School Building, Skadden Conference Center, 150 W 62nd Street, New York, NY 10023
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Thursday, May 5 • 11:35am - 11:55am
A Taxonomy of Millennial Consumers for Media Products

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The Millennial generation or Generation Y is the first true cohort of digital natives who spent their whole lives creating, sharing, and consuming contents distributed by a multiplicity of digital platforms. This study attempts to learn more about this important group of media consumers through segmentation and exploring the factors of time, media, consumer characteristics, as well as the changing roles of legacy versus digital media. The segmentation of the college millennials reveals that almost three quarters of the group are mobile centric and having little contact with the print media. Only about 10% of the participants do not emphasize mobile and have an average access of alternative media. The patterns, however, do change with time. Multinomial regressions of consumer variables like income, gender, ethnicity, and innovativeness and segmentation variables such as social media use, multiplatform media use, and media ownership/subscription, as well as media avoidance and year were also performed on the perceived importance of legacy media and digital media for these young adults.

avatar for Sylvia Chan-Olmsted

Sylvia Chan-Olmsted

University of Florida
Sylvia Chan-Olmsted is the Director of Media Consumer Research at the University of Florida. As a professor, she also teaches brand management, consumer and audience analytics, and media management at both graduate and undergraduate levels. Her research expertise includes digital/mobile... Read More →

Jihye Kim

University of Florida

avatar for John Carey

John Carey

Fordham University
John Carey is Professor of Communication and Media Management at Fordham University's Gabelli School of Business and Director of Fordham's MS in Media Management.  He has more than 25 years experience in conducting research about new media and consumer behavior.  Recently, he has... Read More →

Thursday May 5, 2016 11:35am - 11:55am EDT
Room Bateman Law School
  Audiences & Consumption & Measurement
  • Manuscript # 1025
  • Session # C11