Article

Top 100: 26. Millennials

July 25, 2011

2010 marked the year that the Millennial population—those born between 1980 and 2000—surpassed both Baby Boomers and Gen-Xers to assume the coveted mantle of most significant consumer sector the United States. Here's the challenge: They are the most fragmented and difficult-to-reach generation to date. Millennials communicate and consume entertainment through a bewildering array of media channels — Twitter, e-mail, social networks, iPods, smartphones, game consoles, ad infinitum. Given their enormous size and unabashed hunger for instant gratification, they remain a surprisingly slippery and elusive quarry.

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