Entertainment Marketers – Meet the Shadow Millenials

Sat, November 17, 2007

Tags: 18-27 Demographic, Shadow Millenials

I came across this article written by Carol Setter which brings light to an audience I find very interesting, and one that doesn’t get much attention in the advertising space – the Shadow Millenial. According to Setter, “Shadow Millenials are non-college bound individuals, especially those in the first two years after high school graduation. They make up a significant percent of this age group. Of high school students graduating in 2005, 41.8 percent did not enter college. This represents nearly 1.7 million 18 and 19 year olds who are prime candidates for brand marketing. The Shadow Millennials have been exposed to the same school conditions as college-bound students -- using the internet for entertainment and information. But they are now independent wage earners and decision makers with access to more personal money for products and services. They are sophisticated buyers, handling money independently.”

For entertainment marketers focusing on tapping a younger demographic, you will certainly find this read an interesting one.

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