The effectiveness of any communication campaign depends on the selection of media, which must match the media preferences of the target audience. Literature shows that millennials represent the largest age generation and accounts for 50% of global consumption. The most common definition in research about this generation is the part of the population born between 1981 and 1996. Failing to understand millennials will lead to inefficient communication strategies aimed at this generation. This study investigates the media preferences of millennials in the local context. To attain the research objectives an in-depth desk research which had reviewed literature about millennials over the last years was carried out. This was followed by a survey study with a representative sample of the Maltese millennials. Although no researcher excluded the traditional media from the communication with millennials, the traditional media alone is not effective in communicating with millennials. They need to be approached through the new interactive media. Millennials favour mainly the social media, the most preferred social platforms being facebook and Instagram. Gen Y continuously look for information online and follow current events online. Nevertheless, millennials still watch television, they do notice outdoor advertising on billboards, and they listen to the radio while driving. Millennials neither read direct mail nor the newspaper. Millennials are attached to their smart phones and use mobile apps. They prefer laptops to tablets. Generation Y consider public events as important in raising awareness and to educate the public about current issues, but, they are reluctant to attend to these events. Gen Y are loyal to websites that offer truthful information. They are attracted by virtual advertising, animations, videos, e-coupons and e-discounts. They are influenced by online influencers, but electronic word-of mouth is a more powerful influencer. The study contributes to the knowledge about the consumer behaviour of local millennials.
Key words: communication strategies, millennials, media preferences, traditional media, interactive media.