Details
| Original language | English |
|---|---|
| Pages (from-to) | 114-124 |
| Number of pages | 11 |
| Journal | Journal of Consumer Marketing |
| Volume | 29 |
| Issue number | 2 |
| Publication status | Published - 16 Mar 2012 |
Abstract
Purpose: Millennials, the Net Generation, and digital natives all represent the same, fervently discussed phenomenon, especially in the education sciences. As the terms suggest, the main idea behind this phenomenon is that the younger generation embraces new media far more comprehensively than the older generations. However, the literature is mostly based on anecdotal evidence. To date, surprisingly little empirical research exists on the media use of the "Internet Generation". In this paper, the authors aim to partially close this gap. In doing so, they focus especially on the use of social media. Design/methodology/approach: Active media use is a key element of social software and Web 2.0 and has the potential to affect the media industry on a fundamental level. Using a large-scale empirical study with over 800 participants, the authors identify three different subgroups of Millennials. Findings: The results indicate that, although participation in and identification with social media is generally high, Millennials are less homogeneous than the literature suggests. Furthermore, the traditional media still represent integral parts of the overall media portfolio. Originality/value: These results are valuable not only as a starting point for future research on the Millennials' media usage but also for media management practices in general.
Keywords
- Digital natives, Internet, Mass media, Media use, Millennials, Social media, Social software
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Business and International Management
- Business, Management and Accounting(all)
- Marketing
Cite this
- Standard
- Harvard
- Apa
- Vancouver
- BibTeX
- RIS
In: Journal of Consumer Marketing, Vol. 29, No. 2, 16.03.2012, p. 114-124.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - Do Millennials read books or blogs?
T2 - Introducing a media usage typology of the internet generation
AU - Kilian, Thomas
AU - Hennigs, Nadine
AU - Langner, Sascha
PY - 2012/3/16
Y1 - 2012/3/16
N2 - Purpose: Millennials, the Net Generation, and digital natives all represent the same, fervently discussed phenomenon, especially in the education sciences. As the terms suggest, the main idea behind this phenomenon is that the younger generation embraces new media far more comprehensively than the older generations. However, the literature is mostly based on anecdotal evidence. To date, surprisingly little empirical research exists on the media use of the "Internet Generation". In this paper, the authors aim to partially close this gap. In doing so, they focus especially on the use of social media. Design/methodology/approach: Active media use is a key element of social software and Web 2.0 and has the potential to affect the media industry on a fundamental level. Using a large-scale empirical study with over 800 participants, the authors identify three different subgroups of Millennials. Findings: The results indicate that, although participation in and identification with social media is generally high, Millennials are less homogeneous than the literature suggests. Furthermore, the traditional media still represent integral parts of the overall media portfolio. Originality/value: These results are valuable not only as a starting point for future research on the Millennials' media usage but also for media management practices in general.
AB - Purpose: Millennials, the Net Generation, and digital natives all represent the same, fervently discussed phenomenon, especially in the education sciences. As the terms suggest, the main idea behind this phenomenon is that the younger generation embraces new media far more comprehensively than the older generations. However, the literature is mostly based on anecdotal evidence. To date, surprisingly little empirical research exists on the media use of the "Internet Generation". In this paper, the authors aim to partially close this gap. In doing so, they focus especially on the use of social media. Design/methodology/approach: Active media use is a key element of social software and Web 2.0 and has the potential to affect the media industry on a fundamental level. Using a large-scale empirical study with over 800 participants, the authors identify three different subgroups of Millennials. Findings: The results indicate that, although participation in and identification with social media is generally high, Millennials are less homogeneous than the literature suggests. Furthermore, the traditional media still represent integral parts of the overall media portfolio. Originality/value: These results are valuable not only as a starting point for future research on the Millennials' media usage but also for media management practices in general.
KW - Digital natives
KW - Internet
KW - Mass media
KW - Media use
KW - Millennials
KW - Social media
KW - Social software
UR - http://www.scopus.com/inward/record.url?scp=84857943626&partnerID=8YFLogxK
U2 - 10.1108/07363761211206366
DO - 10.1108/07363761211206366
M3 - Article
AN - SCOPUS:84857943626
VL - 29
SP - 114
EP - 124
JO - Journal of Consumer Marketing
JF - Journal of Consumer Marketing
SN - 0736-3761
IS - 2
ER -