Why Acer is targeting "The Connected Generation"

Andrea Sophocleous

Acer, the technology company, knows them as "The Connected Generation". But whatever title you give to millennials, the fact remains that they will have greater spending power than any preceding generation in history by 2018.

That statement alone explains why Acer is increasingly focusing its marketing efforts on this demographic, Michael Birkin, the firm's chief marketing officer, told delegates at the World Federation of Advertisers' Global Marketer Conference, held in Sydney in March 2014.

By 2015, the spending power of millennials – also known as "Generation Y" by many observers – will reach $2.5 trillion. And by 2025, three out of four workers worldwide will be from this cohort. "By anyone's definition, they are pretty much the market you are going to be focusing on from here on in," Birkin said.

The challenge for marketers is that millennials are not a homogenous group, which means forming authentic connections with them can be extremely difficult. In seeking to find out what these 2.5 billion people around the world have in common, Acer conducted in-depth interviews with 1,000 of their number. And it found there was one thing which binds them together: not knowing life without the internet.