Digital media is trouncing traditional channels among up-and-coming Millennials: 81% of affluent Gen-Y adults use Facebook every day—roughly double the number who read newspaper content (45%) or watch TV (44%) daily, according to a new study by L2. Moreover, 45% of such consumers read at least one blog every day.

Gen-Y affluents are 27 years old on average, and they are on a path to earn over $100,000 annually in the short term, and double that income within the next five years, according to the study.

Facebook is fundamental among Gen-Y affluents:

  • Over one-half say their attitudes about brands are shaped by Facebook.
  • 54% have "liked" a brand on Facebook in the previous month.
  • 38% have posted a comment in the previous month.
  • 30% have "shared" brands with their networks in the previous month.

Below, other findings from the L2 study titled Gen Y Affluents, based on a survey of 535 young adults.

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