Digital-native Millennials embrace ‘traditional’ media


As the first true digital natives, Millennials’ online behaviour has been a source of fascination across the globe, the UK being no exception, reports comScore. In many ways, they embrace modernity – 80 per cent of UK Millennials access news/information content through mobile devices, exclusively or combined with desktop. The category is the 9th largest in reach amongst the total Millennial audience online, but 6th largest on mobile.

Interestingly, comScore research reveals

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