"Decoding Generational Nuances: Exploring Intramillennial Consumption in Ibarra through a Longitudinal Lens"

"Decoding Generational Nuances: Exploring Intramillennial Consumption in Ibarra through a Longitudinal Lens"
Abstract: The scientific article in question addresses a longitudinal study of millennials in Ibarra, characterized by age ranges, conducted between 2020 and 2021 to explore subjective consumption habits and patterns in social media usage. Millennials develop consumption patterns that exhibit notable differences between younger and older members of the same generation. Therefore, the longitudinal study, conducted with a qualitative-quantitative approach, involving individuals aged 20 to 40, sheds light on these inquiries. The universal definition of millennials raised the question of whether all age ranges have equal or similar consumption patterns. The study demonstrates that younger millennials have similar or different frequencies of social media usage compared to older millennials. Significant differences are observed among young and adult Ibarra millennials in using major digital communication applications frequently. Additionally, results are presented that characterize concepts related to the millennial social subjectivity in Ibarra.
Keywords: Millennial, consumption, Ibarra.