A new study from Fluent focused on the mobile habits of the college-aged Gen Z demo. "To relate to this newer group of post-millennials [Gen Z] that are 'always on,' multitasking on more screens than ever before and tempted every second by the next best thing, brands need to take risks and serve up engagement in a perpetual and experimental way," said Fluent evp Michael Carey. "It's this type of engagement, augmented by offline, real-world 'touch points' and connections, that will have a lasting impact on this younger streaming generation in the long run."
This story first appeared in the Feb. 15 issue of Adweek magazine. Click here to subscribe.