Time Inc. Reveals Brain Study, Preliminary Data Suggests ‘Digital Natives’ Are in Fact Different
Are people who were born or grew up after the explosion of digital media options that began in the 1990s, wired to use media differently than preceding generations? It’s a question that some of Madison Avenue’s top research minds have been wondering for years, and soon they may have their first empirical evidence to support the notion that Millennials are different than older media consumers. In an ambitious research project commissioned by Time Inc., neuroscientists are wiring two groups of consumers - Millennials and Boomers - with a battery of biometric technologies that will literally track how their brains respond to media consciously and unconsciously throughout their day. Some preliminary data previewed Monday evening at the Interactive Advertising Bureau’s MIXX conference in New York, indicate that the brains of Millennials are, in fact, wired differently for media.
Read More…