Discovery and Omnicom Media Group have partnered in a new research study that discerns the impact of technology on consumers’ lives. Focusing in on “tech enthusiasts,” a psychographic segment identified by tech ownership and attitudes, the study delineated the generational differences between Gen X and Millennials. “While technology has created more opportunities to reach consumers through increased touchpoints, a lengthier purchase process and receptivity to advertising, there are significant generational differences,” explained Manu Singh, Group Vice President, Commercial Insights and Digital, Discovery Communications. "We found that technology empowers and inspires Gen X enthusiasts while Millennials find technology more stressful.”
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