MILLENNIALS AS DIGITAL MEDIA USERS
Journal Title: Marketing Identity - Year 2018, Vol 6, Issue 1
Abstract
One of the most important issues in today’s competitive environment for the companies is meeting the needs of their customers in right and constant way. For handling this difficult task, the companies have to collect information about their customers and they have to try to understand them. The customers are parts of the generations, which do not behave alike. It means that they should be treated by companies also in different way. Millennials represent a huge segment with specific characteristics. This generation distinguishes from the other generations quite a bit. The members of this generation mirror the influence of technology and Internet boom and that is why they are challenge for the marketers, because they are not understood enough yet. Thus, on the basis of these facts the aim of this paper is to investigate the influence of selected demographic factors on using of the digital media of Millennials and on their preferred values. The questionnaire, as one of the research techniques for gaining primary data, was chosen and was distributed to 1050 respondents belonging to Millennials generation, who were questioned about their perceptions of values and using technologies. According to the findings there are differences among the members of this generation in this field of interest.
Authors and Affiliations
Veronika Braciníková, Kateřina Matušínská
Keywords
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