They are teenagers and those in their twenties who are starting to experience the realities of adulthood. Their liberal values make them receptive to change and new experiences. In the States their ethnic and racial diversity is more pronounced than previous previous generations and they are the best educated.
Online 29% of those polled thought they would grow out of “their use of social networks, multiplayer online games and other time-consuming, transparency-engendering online tools“.
The Millenials willingness to remain as ambient broadcasters as they age is good news for digital marketers as they will continue to disclose personal information through their online networking and this will drive strategy.