UNDER_NO_ILLUSION
(walking through life)
WITH A SECONDHAND Balancing the online and offline worlds simultaneously seems impossible.
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In the past, these two realms have been separate and distinct from one another. However, in an increasingly digital world, 18- to 24-year-olds have proven the two can not only coexist but also meld
together. This market’s behaviors make it difficult to discern where the digital realm stops and reality begins. Why the blurred lines? Media consumption. YAYA consumers spend a lot of time consuming media, so it’s crucial to understand this digital life they lead.
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