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

Published: 27 November 2023| Version 1 | DOI: 10.17632/6bjbwz2pr8.1
David Ortiz


"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.


Steps to reproduce

The correlational study initially delineates the object and unit of analysis through a sample that aligns with the interest of the millennial population in Ibarra. The subsequent step involved specifying the time frame or duration, which, in our case, encompassed the years 2020 and 2021. Following the design and validation of the survey as the data collection instrument, groups responsible for data collection in the urban area of Ibarra underwent training. These data were processed on-site, transitioning from mobile devices (due to the pandemic) to a digital form on Microsoft Forms. Upon data collection and until the conclusion of the study's timeframe, the data were progressively processed in Excel. This phase serves as a preliminary step before the analysis of correlational variables in SPSS. The findings presented in the article encapsulate the most compelling discoveries regarding the intragenerational millennial behavioral variance.


Universidad Tecnica del Norte


Marketing, Longitudinal Analysis, Consumer, Ecuador, Generational Difference