See discussions, stats, and author profiles for this publication at: Interactive media usage among millennial consumers Article in Journal of Consumer Marketing · September 2012 DOI: 10.1108/07363761211259241 CITATIONS 37 READS 3,487 1 author: Some of the authors of this publication are also working on these related projects: U.S. Textile and Apparel Competitiveness View project Marguerite Moore North Carolina State University 27 PUBLICATIONS 839 CITATIONS SEE PROFILE All content following this page was uploaded by Marguerite Moore on 29 March 2014. The user has requested enhancement of the downloaded file.
Interactive media usage among millennial consumers Marguerite Moore College of Textiles, North Carolina State University, Raleigh, North Carolina, USA Abstract Purpose – The purpose of this study is to determine a comprehensive model of millennial usage of interactive technologies in the current marketing environment based upon actual behavior. Design/methodology/approach – A data mining approach using decision tree analysis (DTA ) generates two comparative models (i.e. millennial versus generation X and millennial versus baby boomers) of interactive media usage across 21 technology applications. A large national sample ( n ¼ 3,289) sourced from the Kantar Retail IQ constitutes the data for the models. Findings – Millennial respondents indicate significantly higher usage of interactive media compared to both generation X and boomers across 14 applications. Models indicate that millennials use interactive technologies for utilitarian/information gathering purposes as well as for entertainment. However, they are less likely to purchase online compared to their older counterparts. Research limitations/implications – Models provide evidence that both supports and extends previous research into interactive media from a uses and gratifications perspective. Findings suggest theoretical directions for research for economic versus emotional uses of interactive media. Practical implications – Findings suggest that while millennials are adept at using technology for research and interactive purposes they tend to buy in stores, presenting opportunities for multiple channel marketers and challenges for those who market online exclusively. Originality/value – The paper provides a realistic, comprehensive empirical model of interactive consumer behaviors across three prominent US cohorts within the current generational cycle. Keywords Millennial generation, Cohort analysis, Interactive marketing, Decision trees, User studies, Individual behaviour, Marketing starategy Paper type Research paper An executive summary for managers and executive readers can be found at the end of this article. Introduction The accelerated pace of technological change in markets over the past 20 years is unprecedented. The generation of consumers that is coming of age along with the proliferation of technology into nearly every facet of daily life is commonly
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