Digital natives: How Millennials interact using social media

Gabriel Gontijo


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 Millennials are interacting online. Along with internal Facebook data, the researchers attempted to understand Millennials’ behavior within some of the most influential and digitally connected Latin American countries (Argentina, Colombia and Mexico).