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Millward Brown Digital recently hosted the webinar “Getting Audiences Right: Marketing to the Right Generation on the Right Screen.” In this webinar, Joline McGoldrick explored how three generations prefer different screens for different activities and the influence that should have on a brand’s marketing strategy.

Why is this important? It’s critical for marketers to reach consumers by tapping into their existing behaviors, rather than attempting to change behaviors. Each generation has its own device preferences for consuming content and shopping for products/services – and marketers could miss a huge chunk of their audience if they ignore certain devices in their marketing strategy.

If you missed it, watch the webinar recording below to get insight into these major questions:

  • Which is the preferred device for each generation?
  • How does screen usage and screen preference vary for entertainment and daily activities?
  • On which device does each generation prefer to shop for products along the path to purchase?

Watch the video below:

Or for more information, download the full study here.