Abstract
Reports a study on by Harris Interactive on the reasons behind the millennium generation’s choices of media content, based on interviews with 2,518 American 13‐24 year olds and the use of correspondence analysis to develop a series of maps. Describes the segmentation model for millennials, dividing them into six groups with suggestions of how to reach them with brand messaging. Shows how millennials thrive in a fragmented media landscape that may overwhelm adults, and characterises each of the media on the map: internet, telephones, TV, magazines, radio, movies and newspapers. Emphasises the complexity of the internet: millennials want advertisers to erect signposts and on‐ramps on the information superhighway.
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