A new communication pattern
The vast majority of young adults today are optimists: according to a study conducted by Telefónica, 81 per cent of German millennials identify themselves as rather or very optimistic. They care about others and are ambitious. What makes them special is that they grew up in a world in which new technologies are taken for granted. For millennials, smartphones, the mobile internet and social networks are an essential part of everyday life. Not only do the technical capabilities of devices continue to evolve, but user behaviour does so as well. Although millennials do use their smartphones to make phone calls, they mainly use them to read and send text messages and communicate on social networks.
For businesses, this form of communication poses a new challenge. Information is available everywhere, and millennials consume it constantly. This, in turn, means that it is increasingly difficult to reach this target group.
Millennials are content snackers. Information must be short and sweet so they can consume it in small bites – regardless of whether they are on the go or at home watching TV. This is also reflected in the variety of platforms used by millennials to access news and information – and millennials are most active in social networks. A study conducted as part of The Media Insight Project identified seven social networks that are particularly popular. 57 per cent of millennials visit Facebook at least once a day to catch up on the latest information. Millennials also often use networks such as YouTube, Instagram, Twitter, Pinterest, Reddit and Tumblr to look for news or information.