For content marketers, the Millennial age group is the one to target. The Millennials (generally the age group between 16 and 35) are the most tech aware of any generation.
Millennials own several internet enabled devices a piece, they’re connected to social media, they shop and gain most of their knowledge via the internet, and they are more likely to download TV shows and movies than they are to buy them in shops. In short they are the ones you see checking their iPhone every two minutes, sharing their thoughts on Twitter, and uploading their holiday snaps on Facebook. More than any other section of society, the Millennials are most likely to be open to digital content marketing, and will enjoy building a loyalty to a certain brand or product.
Human behaviour is changing to the extent that living online is now seen as the normal thing to do. According to the latest research by Pew Data, over 58% of Americans now have smartphones, using them for shopping, socialising and finding local businesses.
However, as the trickle of digital content becomes a torrent, it is not surprising that the largest number of victims of ‘tech overload’ are also the Millennials, the group who use the internet the most. 41% of this age group have experienced the feeling of ‘overdosing’ on technology, compared to 20% of Baby Boomers and 24% of Gen Xers.
There is a lesson here – don’t bite the hand that feeds you. Content is welcomed by the media savvy, but too much too often can backfire. Quality content is the stuff that counts.