To Millennials, being a geek is a good thing. Imgur’s research (conducted by Ypulse) reveals that 60% of Millennials consider themselves geeks or are into geeky things, compared to just 38% of Xers and Boomers, and the majority don’t believe the geek label is a bad thing. These Millennial geeks are trendsetters, politically and culturally engaged, and highly influential: 84% say people look to them for advice on a topic, compared to 60% of non-geeks, and 67% say they know about things before they go viral, compared to 48% of non-geeks. However, Millennial geek influencers are not easy to reach, with 76% using adblockers and 32% feeling like brands can’t relate to them. (Adweek, MediaPost)
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