Optimistic, unselfish, trusting, open to the change. But above all: always connected, thanks to the availability of ever more powerful digital devices - smartphones, netbooks and tablets - that allow them maintain open channels of contact and relationship with others anytime and anywhere. So they appear, at first glance, the consumers belonging to the emerging generation of Millennials, a word used to mean those users who have entered, or are about to enter, the adult world since the beginning of the new millennium.
The analysis of consumption patterns and communication strategies of the "digital" young users highlights, however, unexpected paths, not reducible to schematic definitions: that is the result of a recent study, carried out through a questionnaire on a sample of 514 subjects aged between 15 and 24, aiming to investigating how young consumers integrate new technologies and media devices within the spaces of everyday life.
The volume presents the results of the research, devoting wide space to the meanings related to the construction of a specific generational we sense.
