I had not realized that the Millennial Generation (currently 9 to 28-years-old) is larger than the Baby Boomers. Like the Boomers they aggressively demand information and entertainment served their way and as they begin to assume jobs in significant numbers, they will be very powerful. Not to say they aren’t incredibly influential now, as I know from my own two Millennials (15 and 17-years-old). Their use of social media and desire to generate their own content are causing media to evolve in unpredictable directions.

MediaWeek: ‘Millennials’ Big for Media Biz, 2006-Jun-21, by John Consoli

Researcher Brent Magid says no other group of consumers will have as profound an impact on the media business over the next 10 years  … this group, which numbers 79 million, one million more than the Baby Boomers in this country, have grown up using multiple media platforms at the same time, and need to be marketed to differently than the older Boomers….Millennials consume 20 hours of media a day, but that is all done within 7 hours of clock time.