Brand managers have historically aimed for consistency in the online experience and have aimed to deliver a largely uniform presentation of their brands. Their websites house most, if not all, of their content and serve as the one-stop-shop for accessing it. This approach to online brand management has been possible as long as users could access a brand’s online assets through just one platform, the computer (whether desktop, laptop or netbook), and only a handful of operating systems.

Suddenly all the news about Millennials seems to be about mobile marketing! How many are mobile? What devices are they using?  What are they doing? And above all, will they accept ads on their mobile devices?  Here are some of the highlights of recent reports by Pew, Nielsen and others.

Young people today watch more video in more different places other than traditional TV. This is hardly news.

“I don’t read a lot, I never have. I was happy when the movie ‘Where the Wild things Are’ came out, ’cause that’s the first movie I’ve ever been qualified to say that the book was better than the movie.” — Tony Grayson, High School Senior, Oak Park, IL

When I was a teen we spent hours on our AT&T Princess Phones, tying up the single family line for everyone else in the house. There was no call waiting or voice mail. “Get Off the PHONE! I need to make a call!!” was a common parental lament.

Brands looking for advocates would do well to target Millennials.