Centennials, the generation that Business Insider comically defines as “a younger, better version of a millennial” have recently captured the attention of brands, publishers and quite frankly, the media in general. Born at the turn of the century, centennials are the first generation that experienced the full-fledged age of connectivity by having access to the internet since birth. What does this mean for marketers, communicators and publishers? Basically, it means we need to step it up.
But first, let’s take a step back to think about how millennials have transformed the media landscape in a shockingly short period of time. Impatience for detail has forced disruption – rendering traditional media tactics, marketing campaigns and advertising principles nearly obsolete. To provide some context, mobile represents 69 percent of total internet usage, 39 out of the 50 top digital news sites receive most of their traffic from mobile devices and Facebook now reaches more people than free TV. Our recently published eBook outlines more interesting stats on new age media consumption if you are interested in learning more. The new normal is snippets of news (think The Skimm or OZY), video clips and Snapchat stories. My colleague Caty Dickensheets recently shared a post on the consumption patterns of millennials. Take a look.
Today, centennials are teenagers with the ability to absorb more information than ever before – especially via social networks and apps. But the way we reach centennials is going to take some serious creativity. Though it’s always challenging to predict their habits, here are a few tips to consider as centennials continue to “age up:”
Centennials are ready to carve out their own place in the world, particularly when it comes to engaging with content. Are you ready for the “next generation of youth?”