Tech giants are using millennial networking as a recruiting tool to lure younger users into their product lines, according to a study.
The report by the McKinsey Global Institute (MGI) said it is “very difficult” to target younger users with ads because most of them don’t care much about the ads.
It also said young users who do care about ads don’t follow the channels and they are not likely to search for content.
The McKinsey report said that millennials, who are growing rapidly in India and China, are “wanting to connect with their network of friends and family in a more personalized way.”
The McKinseys study said millennials are more likely to be online in person and are also “more likely to take advantage of social networks to connect socially”.
However, it noted that they are less likely to stay on social media than older generations, which is also part of the reason why the internet is getting slower.
It said that the rise of mobile phones is changing the landscape of online interactions and the younger generation is less likely than older ones to use social media.
“Younger millennials are often more inclined to socialise via the internet rather than in person,” the report said.
It was released on Monday and is based on a survey of 8,000 Indian-speaking adults who were aged 18-30.
The survey showed that the number of people online rose by 7% in the last five years and the number who use social networking sites grew by 11%.
“The internet is now a place where people can interact with friends, share ideas and connect with each other in a way that they were not able to before,” said Raghav Gupta, co-author of the report and chief technology officer at MGI.
“We are in the midst of an era of disruption where the old way of doing things is changing,” he added.MGI said the report also showed that people who are online more often than offline are more attracted to tech companies and brands, which means that they will spend more time in a company’s office.