Digital Convergence: Gen Y opts for convenience over best screen

By Lesley Hunter

TORONTO – The first generation raised to access, create and post content has come of age. And understanding the media habits of these influential and savvy consumers is vital, according to Shari Cleary, vice-president of strategic insights and research for the entertainment group at Viacom Media Networks. Cleary was in Toronto recently to share the results of new research conducted on behalf of her company into Gen Y, often described as the first generation to grow up digital. Born in the early 1980s, this generation was handed Nintendo’s portable Game Boy device at an early age; as teens, were able...