The Editorial Team

Marketers may be getting it wrong when it comes to communicating with Millennials – the consumer segment loosely defined as being born between the early 1980s and the early 2000s. This is according to a global study by Facebook IQ, a service from the social media giant that aims to harness Facebook’s insights to help marketers understand people worldwide.

The study, called ‘The Coming of Age of Screens’ covered more than 11 000 13- to 24-year-olds in 13 countries – Australia, Brazil, Canada, Denmark, France, Germany, India, Indonesia, Italy, Norway, Sweden, the UK and US. Although no African nations were included, the results are nevertheless highly relevant to marketers in sub-Saharan Africa, a region where more than over 70% of the population is aged below 30 (2012 Euromonitor/UN figures).

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