Get their attention
Growing up digital
As young adults leave the nest for college and beyond, they go through extraordinary life changes. Some are preparing to get married, change jobs or buy homes for the first time. Constant through all of this change is young adults’ connection to media and technology. This always-on relationship with devices makes it challenging to efficiently break through to these media-centric consumers.

Connected but difficult to connect with
What else do we know about this enigmatic audience? They’re technically savvy and have grown up multi-tasking. Nearly 40 percent of young adults (ages 18–34) earn over $75K per year1, but the sluggish economy has left many in this audience with limited income. While they’re a key audience for retail, CPG, and technology marketers, young adults have adapted to be deal hunters who can be skeptical of advertising. Because they are voracious consumers of media, they’re exposed to a high volume of marketing messages. Therefore, it’s critical ads be delivered at the right time and through the right channels to be most effective.

More about young adults:
  • More than 90 percent of young adults own a computer.1
  • Young adults are 68 percent more likely than the average internet user to have made an online purchase in the last 6 months.1
  • 57 percent of young adults search online for discounts before purchasing.2
  • Smartphone ownership by young adults reached 67 percent in February 2012, up from 39 percent in May 2011.3
  • Among smartphone owners, young adults are more likely than older adults to use both location-based information services and geosocial “check-in” services.3
  • Over 80 percent of young adults use social networking sites.4

Engage young adults across devices
Microsoft Advertising has premium content that attracts young adults and effective targeting to land your message most efficiently, where and when your audience is online.

  • Xbox and Xbox LIVE – Gaming and entertainment are indispensable components of young adults’ lives. Advertising opportunities through Xbox and Xbox LIVE can bring your brand to the biggest screen in the home.
  • Skype – Over 54 percent of Skype’s 40M+ users are younger than 355, making the world’s leading video chat service an incredibly targeted way to reach young adults at scale.
  • Microsoft Advertising Video Solutions – Connect with young adults while they watch with highly targetable and interactive content presented in the format they embrace.
  • Microsoft Mobile Advertising – With reach that extends to nearly 50 million active users of the mobile web6 – across virtually all mobile devices including iPhone, Android and Windows Phone – Microsoft Mobile Advertising allows you to connect with young adults while they’re connected.
  • Bing – Bing helps audiences spend less time searching, and more time doing. Bing reaches over 30 percent of young adults searching online in the U.S.5

1. Nielsen @plan, Q4 2011
2. WSL/Strategic Retail’s How America Shops MegaTrends report, Moving On, 2012
3. Pew Internet and American Life Project, May 2011 and February 2012
4. Pew Internet and American Life Project, May 2011
5. comScore Media Metrix, April 2012
6. The Nielsen Company/Nielsen Mobile MediaView, June 2011