Plurals and Millennials in a Cross-Platform Universe

Summary

Plurals and Millennials may be the most diverse generations in U.S. history.  Partnering with Time Warner, Turner conducted multi-year custom research studies to understand the differences between these key demographics, their media consumption habits, attitudes and values. Who are the Plurals? They are the generation born after 1996. There are 68M+ Plurals, ranging in age from toddlers to 17-year olds, set to rival Millennials. Digital natives, they grew up with the consumer-centric Internet, the economic crisis, cultural and political tensions, esp. related to diversity. What distinguishes Plurals from Millennials? Plurals revel in and demand choice and navigate more adeptly than Millennials. Plurals explore with tech more readily and impatiently than Millennials. Plurals express using media much more than Millennials. What are the implications to focus on now? Their developmental abilities and needs help determine their go-to-devices. Activities that allow them to socialize and gain social currency rise with age. TV stands out as the main IP entry point for Plurals of all ages.