Digital natives: How Millennials interact using social media

This paper details research into the online habits of millennials in Argentina, Colombia and Mexico, with a particular focus on Facebook use.

Digital natives: How Millennials interact using social media

Gabriel GontijoFacebook

Introduction

Millennials are the first generation of digital natives. Social media is ever-present amongst them, and they move fluidly and rapidly between different devices, depending on the context and content. Digital platforms are their playgrounds – they craft and chronicle their personalities through the content they share and curate. Learning how and when they interact is valuable for marketers who are on the quest to learn how to best influence this generation’s purchasing decisions.

Facebook commissioned a study from global research agency ComScore to understand where, how and when...

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