Millennials' reading habits
During 2017 Holmen Paper's market intelligence team conducted an extensive study of the magazine market in Europe, focusing on France, Germany and the UK.
One of the most frequently discussed target groups are the millennials; they are the biggest living generation and their potential buying power has not peaked yet since many are still in school. There are a lot of studies and speculations regarding what this generation wants, their habits and not least their buying behaviour. Millennials grew up during a time of rapid change and this has influenced their needs and demands compared to previous generations. So what expectations and requirements do millennials have on printed magazines?