Yahoo Australia reveals Gen X and millennial media habits

This article, based on research by Yahoo!7, in Australia, outlines the similarities between Gen X and millennials when it comes to content consumption.

Yahoo Australia reveals Gen X and Millennial media habits

Brooke Hemphill

Millennials aren't as unique in their media habits as marketers have been led to believe, according to Peter Hammer, head of insights and analytics at Australia's Yahoo!7.

"A lot of people will conduct just one study and make some wild claims about certain generations. Take millennials, for instance. We hear a lot of wild claims about them - claims that they're really different and we need to speak to them differently.

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