MTV and Sony Music on reaching Asia's millennials: Digital Matters 2011

David Wolf

Looking at Asia's Millennials (or Generation Y), this report from the Digital Matters 2011 conference, Singapore, argues these young people are the first to come of age in an era of digital media and the first to be able to buy beyond their basic needs, which makes for a particular challenge to marketers.

MTV and Sony Music on reaching Asia's Millennials: Digital Matters 2011

David Wolf

Read all of David Wolf's reports fromDigital Matters 2011.

Asia's young consumers are not only the first generation to come of age in an era of digital media: most of the region's consumers who were born between 1980 and 1996 are also the first generation in the region with the wherewithal to buy beyond their basic needs. Arguably, this makes Generation Y doubly sceptical about traditional marketing tactics, and a frustrating target for marketers.

For music giants MTV Networks and Sony Music, Millennials...

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