The dizzying array of alphabetised generations can be hard to keep track of – I think we’re up to Generation Y now, but who can be sure? According to a new report from Infomentum, it is Generation C that needs to be targeted by marketers over the coming years.

This group of consumers are people who are fully engaged with social media – digital natives who are unconvinced by traditional marketing techniques and demand more personalised, engaging experiences when connecting with brands and companies.

Some 65 per cent of people within this category are between the ages of 16 and 24, the report found, meaning they are likely to be a strong audience base for years to come.

Gen C respondents tended to own a range of devices, such as smartphones and tablets, highlighting the importance of integrated mobile strategies among marketers keen to reach as wide an audience as possible.

Some 86 per cent used social media as part of their personal lives, as well as banking and shopping online, suggesting that plenty of data should be available from this demographic if companies develop the ability to harvest and analyse it.

Only 1.5 per cent of respondents would describe themselves as fully satisfied by the features of the websites they use on a daily basis, with 98.5 per cent annoyed or unimpressed by certain facets of their experience.

Generation C consumers demand flexibility and collaboration within their working environments as well, highlighting the fact that companies need to develop their procedures internally and externally.

John Mancini, chief executive officer of AIIM, said: “We live in an age of big data and mobility, and where we can pull information from hundreds or thousands of different sources – the challenge for employees and employers is managing and understanding this.

“For employees, particularly those in the Generation C bracket, being able to find information and to find it quickly is an essential part of their jobs.”