It has been studied and proven that understanding traditional and emerging media trends is a way to reach a new generation of consumers – the millennials or those born between the years 1985 and 2003. This group is said to be the most technologically savvy, team-oriented, and skilled multi-taskers. The millennials are also one of the largest generations yet who possess a great deal of consumer power with large disposable incomes; thus, as marketers we know that it is important to focus our strategies in a way that will interest them. A 2009 study shows important statistics about this generation. The results show that “84% of the teenagers report owning one or more personal media device, and 87% use the Internet; 51% report going online daily (Considine, Horton, & Moorman).”

More specifically, research suggests that today’s generation has evolved from interruption to permission marketing. For example, millennials who are pushed and forced into buying or liking products, or in other words interruption marketing, is not a successful strategy. In opposition, we should simply present the product, service, or idea in a non-invasive and manipulative manner so that the consumers will not feel taken advantage of or undermined (Henrie and Taylor). Another study conducted in 2008 says that“83 percent of the surveyed 14-24 year olds reject traditional ‘interruption and repeat’ advertising efforts.” (Kim 2008) Thus, it is important for members of this generation to use media channels such as blogs and social media sites so they feel the products are more personalized into their everyday lives and focused on individual values. This style also calls for more of a personal connection between consumer and product/service/idea. It allows the consumer to willingly seek out information rather than being bombarded with repeat and unwanted advertising efforts.

So what explanation can be provided for these generational media consumption behavioral changes? It’s obvious that today’s generation of consumers is drastically different than it’s parent generation, the baby boomers or those born between 1946 and 1963. This 2000 study conducted by Edwards, La Ferle, & Lee gives some insight into the posed question. “Bandura’s (1977) social-learning theory suggests that people observe the actions of others and learn to model their own behavior when faced with similar situations.” (Edwards, La Ferle, & Lee) The findings from this study suggest that the social-learning theory may be an explanation for the boom in new media channels, especially social media and mobile marketing. Researchers from the same study report, “it is unbelievable how much information does not come out of direct experience but how much of it does come from other people and the mass media (Edwards, La Ferle, & Lee).”

Thus, this ample amount of evidence shows the importance of permission, not interruption, style marketing when it comes to the millennials. As marketers, obviously we must understand the importance of new media channels and how it effects today’s generation of consumers as discussed in the aforementioned research. However, all of these studies allude to what we must never forget as marketers. It’s the most classic and might I say, still most popular, marketing style – word-of-mouth. If you can get today’s generation of consumers talking positively about your product/service/idea, they will incorporate it into their new media channels, such as blogging and tweeting, and will only lead to further success for your business and your client.