摘要：Millennials, the digital generation of consumers 80 million strong, pose a seriouschallenge to marketers because of their ability to dodge advertising as they navigate theInternet in search of media content. This study examines how political, social, and practicalneeds of Millennials drive them to seek specific types of media content, identifyingopportunities for advertisers to maximize their relevance to the Millennial consumer byrecognizing and responding to their motivations. Analysis of the motivations for media useamong a national sample of Millennials reveals how political, social, and practical needscombine with demographics and attitudinal variables to drive consumption of contentreflecting hard news, pop culture, how-to, nurturing, fitness and food, and sports amongMillennial consumers. The same types of content provide different benefits to Millennialswho are driven by different motivations. Understanding why Millennials seek specific typesof content allows advertisers to better target them by resonating with their motivations forusing advertising media.
关键词：lennials; advertising; uses and gratifications; media; targeting
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