The average person sees upwards of 10,000 ads per day, switches screens 21 times, and, though debated, seems to have an ever-decreasing attention span. However, the more technology is integrated into our lives, the easier it has become to ignore it.
The ever-polarizing Millennials are the first generation to have grown up with an integrated internet presence. They make up one of the largest population groups in the United States, and almost all of them own a smartphone. This constant over-saturation of digital media has an unforeseen consequence: nearly half of these 92 million Americans are unplugging when it comes to ads and soliciting emails. Millennials are some of the most technologically savvy people, but they prefer to spend their time online talking with friends and family.
As Millennials unplug from the digital advertising world, advertisers have to get increasingly creative. Millennials want an emotional connection with a product, which is difficult to do through a phone or computer screen. Additionally, with the rise of click bait and ad blocking applications, Millennials have a natural distrust towards online marketing. They want to be engaged and feel a personal connection with advertisers, something that is directly reflected in the fiscal and technological age that they grew up in.
Despite the distrust, Millennials increasingly prefer printed material, such as books. In that same vein, 82% of Millennials read direct mail, and 54% of them look forward to receiving hard-copy catalogs. A generation of individuals that were taught to be careful on the internet has continued to turn towards print for their information.
As newspaper subscriptions rise with young people, so does the impact of print advertising and media. Millennials feel a gap between themselves and formal institutions that they typically don’t feel with the news. One of the best ways to reach Millennials is in an avenue that they feel comfortable in, which is increasingly print news.
While this is certainly good for the eyes, it is also great for industries that have felt a hit after the rise of digital. As Millennials grow up and became one of the largest consumers, it’s important now more than ever to keep print around.
Trends always seem to re-surge every few decades, and it’s evident that chokers and denim jumpers weren’t the only 90’s trend to make a comeback. As print joins the list of industries popular with Millennials, it’ll be interesting to see what else they resurrect.
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