Abstract
abstractComprising between 25 to 30 percent of the population with huge and growing purchasing power, Millennials, as a demographic group, are of great interest to advertisers and media companies alike. Their traits and characteristics have been studied extensively. This fact notwithstanding, reaching millennials continues to be a challenge. Based on Grounded Theory, the cohort's mind-set, behavioral tendencies as well as their perceived device-platform cognitive fit and device-platform consideration sets are explored. The study provides a window into the innovation-adoption process they go through, contributing to device-platform choice theory. The findings suggest that Millennials have an over-arching concern about availability/connectivity, responsiveness and reliability of internet access, followed by convergence across-platforms. The cohort exhibits control and decision anxiety over devices and platforms.
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