Screen Test

If brands and organizations want to get their messages in front of millennials they’re going to have to ramp up their mobile communications and cater their conversations to the small screen.

Talk About a Generation: Millennials, or people born between the early 1980s and early 2000s, present something of a conundrum for communicators: They are voracious consumers of online content but, at the same time, can be very elusive when it comes to getting your message in front of them.

So if brands want to reach millennials, they have to cater their messages to mobile devices: Eighty-five percent of millennials check their mobile devices multiple times a day, according to yconic, which tracks millennials’ media habits.

“The millennial usage is really centered around social and sharing behaviors, so PR managers need to think beyond simply distributing content,” said Rob Henderson, CEO of yconic. “The key is to communicate with millennials in a way that will encourage them to share their content (not just see it).” PRN


METHODOLOGY: The survey was conducted online with 2,000 English-speaking Canadians aged 16 to 29, sampled from a representative panel of more than 549,000 Canadian residents. The survey was completed from Jan. 17, 2014 to Feb. 4, 2014. Since the online survey was not a random, probability based sample, a margin of error could not be calculated. The margin of error for a survey of 2,000 respondents using a probability sample is +/-2.19%, 19 times out of 20. Online surveys cannot be assigned a margin of error because they do not randomly sample the population, as outlined by the industry body, MRIA.

This article originally appeared in the October 20, 2014 issue of PR News. Read more subscriber-only content by becoming a PR News subscriber today.