Millennials (also known as Generation Y) are the demographic cohort following Generation X. There are no precise dates for when this cohort starts or ends; demographers and researchers typically use the early 1980s as starting birth years and the mid-1990s to early 2000s as ending birth years.

According to the history of the development of the world, millennials grew up in an electronics-filled and socially-networked world. In other words, millennials grew up with the internet and the electronics. With the stronger goods resource and the increasingly wide of marketing, the millennials has received the most marketing attention.

Millennials are different from the previous generations, they were born in a better world, no experiences of hunger, poverty and the lack of resources, they are more confident and know what they want.

The United States after the end of World War II between 1946-1964 ushered in baby boomers, this group of baby boom on the future of the United States for nearly a century of industrial economy had an important impact, led the whole of the US cross-century industrial change. In their growth period of 0-20 years old, the entire US toy, cartoon and pop music industry developed rapidly; in its 21-30 years of age between the marriageable age, housing industry, the corresponding increase in the automotive industry; in its 31- 40 years old, but also led the development of the computer, the Internet and created the largest increase in the history of the stock market, while housing, international aviation, personal computers, computer networks and sports and leisure tools and other needs of a substantial outbreak. 40 years old, baby boom into the golden age, the purchase demand gradually increased. In 2000, after the age of 50, the baby boomers into the retirement period, retired Americans sold a large number of stocks, funds and other high-risk assets, the sale of real estate in the city moved to rural residence. Since 2007, the US economy has entered a recession.

For Millennials, they are not old enough, no need to consider the above things such as the pension or the retired life, so their consumer behavior more tends to be fashion and novelty. That means the previous generations more likely to buy what they need, but the millennials more likely to buy what they want. But for the behaviour similarities between millennials and the previous generations, one thing does not change, which is the value, all consumers are willing to buy a product which is worthy in their opinion. Millennials are willing to purchase on the online game because they think it worth it while the previous generations does not think so.

Different from millennials consumer behaviour in the entertainment area, the previous generations are more likely to spend money in watching movies than online games.