publication . Article . 2012

Do Millennials read books or blogs? Introducing a media usage typology of the internet generation

Thomas Kilian; Nadine Hennigs; Sascha Langner;
Open Access English
  • Published: 16 Mar 2012
  • Publisher: Emerald Group Publishing Ltd.
  • Country: Germany
Abstract
Purpose: Millennials, the Net Generation, and digital natives all represent the same, fervently discussed phenomenon, especially in the education sciences. As the terms suggest, the main idea behind this phenomenon is that the younger generation embraces new media far more comprehensively than the older generations. However, the literature is mostly based on anecdotal evidence. To date, surprisingly little empirical research exists on the media use of the "Internet Generation". In this paper, the authors aim to partially close this gap. In doing so, they focus especially on the use of social media. Design/methodology/approach: Active media use is a key element o...
Subjects
free text keywords: Digital natives, Internet, Mass media, Media use, Millennials, Social media, Social software, Management, ddc:650, Marketing, Business and International Management, computer.software_genre, computer, Public relations, business.industry, business, Media relations, Advertising, New media, The Internet, Empirical research, Digital native
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publication . Article . 2012

Do Millennials read books or blogs? Introducing a media usage typology of the internet generation

Thomas Kilian; Nadine Hennigs; Sascha Langner;