According to research from Microsoft Advertising and Synovate, young adults are more similar to their grandparents than their parents
. And far from as exotic as we give them credit for
. They’ve basically just grown up in a different technological time with a different vantage point to media consumption and available communication mediums.
In essence they’re describes as apt, confident but maybe a bit boring compared to the belief you might have gotten about them
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The study also goes on to look into how young adults consume music and their changing attitudes towards consumption of TV-content.
It’s short and worth a read
. Download it here (pdf).