Millennials live online, are mobile-centric and have an affinity for the iPhone and interract with their friends on Facebook
They spent an average of 96 hours -- the equivalent of four full days -- online in November, across both the desktop and mobile Internet. While mobile Web users make up a smaller base, they spend substantially more time (66 hours a month) online than desktop users (49 hours). Those are among the key findings of a new comScore report looking at the digital habits of the 18-34 demographic much sought after by marketers.
Furthermore, nearly one in five Millennials is a mobile-only user, and two-thirds go online using both computers and mobile devices -- meaning that 85% overall are accessing the Web via mobile (smartphone or tablet). Smartphone penetration among 18- to-34-year-olds is 81% versus 68% for those 35-54 and 40% for people 55 and over.
While half of millennials are on the Android platform, the iPhone is the smartphone of choice, with 44% owning the Apple handset. That compares to 39% of people 35-54, and 44% of those 55 and over. December data released Tuesday by comScore showed that Android accounted for just over half (51.5%) of the U.S. smartphone market, with iOS claiming 41.8% share.
When it comes to social-networking properties, Facebook is still the primary platform for millennials, but their attention is more fragmented across multiple social sites than older age groups. So 91% are on Facebook, and 76% of their time spent on social media sites is on Facebook. Where else do they go?
Nearly half (46%) are also on Facebook-owned Instagram, while 39% use Twitter, 30% are on Tumbler, and 27% apiece are on Pinterest and LinkedIn. Snapchat claims 17%. In terms of time spent, 10% of non-Facebook social time is on Instagram, and 6% on Twitter, with the rest all below that level.
“Social media usage is not a zero-sum game, and Facebook remains incredibly important for engaging this group,” stated the comScore report. “That said, there are also substantial and growing opportunities to reach Millennials on several other social networks, with Instagram, Snapchat and Tumblr all significantly gaining importance.”
The study also offered more research suggesting this generation is harder to reach with traditional TV ads because their viewing habits tend to be on-demand and across platforms. Some 90% skip ads when watching recorded TV, more than other age segments. Millennials also watch far more online video, averaging 356 videos per month -- 100 more than 35- to-54-year-olds. This generation views more digital ads than older groups, although not many more than boomers. A millennial is typically delivered 2,311 impressions per month compared to 2,212 to 25- to-54-year-olds, and 1,803 to those 55 and older.
In addition to seeing a heavier volume of impressions, comScore data also indicated that ads directed at millennials are more likely to hit the mark. Specifically, campaigns aimed at 18- to-34-year-old women were 35% “in-target,” while their male counterparts were 42% in-target. That’s despite accounting for only 16% and 18%, respectively, of the total online pages viewed.
Adam Lella, a marketing insights analyst at comScore, said Millennials are easier to target partly because they visit more sites that cater to specific audiences or interests. Beyond that, they’re also more likely to live in one-person households, so their online activity reflects only their behavior as opposed to use on a shared computer in a larger household.
COMMENTARY: They soon will have more spending power than any other age group, they’re more influenced by user-generated content than their elders, and they’re never far from a device that allows them to purchase whatever their hearts desire.
The Millennials — defined as those born between 1980 and 2000 – are the answers to a CEO’s prayers. They can and will increase your bottom line, but only if you meet them on their tech-savvy terms.
When it comes to the strategic alignment of technology, branding and marketing, is your organization positioned to tap into the lucrative Millennial market?
In the U.S. alone, Millennials number 80 million strong, the biggest age grouping in American history. And, as noted by Joel Stein in a recent cover story for Time magazine, “…(thanks) to globalization, social media, the exporting of Western culture and the speed of change, Millennials worldwide are more similar to one another than to older generations within their nations.”
In other words, figure out the psyche and buying habits of American Millennials and the WORLD will be your oyster. Below are 9 facts to consider as you build your marketing strategy:
1. Your business will soon depend on Millennials. By 2017, Millennials – those currently in their mid-teens to mid-30s — are estimated to have more spending power than any other age group.
2. Bigger than Boomers. By 2030, Millennials will outnumber Baby Boomers – the 49- to 67-year-old crowd — by a whopping 22 million.
3. Millennials & purchasing — According to a recent Bazaar Voice study, 84% of Millennials report that user-generated content on company websites directly influences what they buy compared to 70% of Baby Boomers. In fact, Millennials won’t make purchases big or small without customer input.
4. A generation on the go. They use mobile phones, tablet, computers and social networks every day. Such technologies enable Millennials to take all their networks, friends and data with them. With 95% of Millennials online, it’s safe to say that being connected is a daily part of their lives. Compared to other generations, they are the most plugged-in to the digital world around us.
5. Smartphones impact shopping. According to a 2013 Nielson report which examined the use of mobile devices across 10 countries, smartphones – the device of choice for Millennials — are used most for browsing products, price comparison, and reading product reviews. Within the U.S., smartphone owners are most likely to use their device for in-store price comparison, online coupons and comparing products.
6. And those phones deliver advertising. Once again, as noted in the 2013 Nielson report, more than half of Americans using a mobile phone receive ads at least once a day.
7. Millennials actively engage in social media and social media increases brand loyalty. Research has shown that social network connections can influence customer loyalty. Chadwick Martin Bailey and iModerate explored why social media users become brand fans. The top reason to friend a brand on Facebook was to receive discounts, followed by simply being a customer of the company and a desire to show others one’s support of the brand. On Twitter, discounts, up-to-the-minute information and exclusive content were the main draws.
8. Millennials think differently about online privacy. According to a new survey from the USC Annenberg Center for the Digital Future and Bovitz Inc., Millennials report more willingness to grant brands access to their personal data and how they share information with businesses online than older users – as long as they receive tangible benefits in return, including relevant web content and ads.
9. Millennials as defined by Millennials. A 2010 survey by The Pew Research Center asked people of all ages what made their generation unique. Almost one-fourth of Millennials noted the impact of technology.
Given all of the above, today’s consumer brands must have an integrated strategy that includes:
- Personalization of content and the ability to make offers based upon shopping habits.
- Responsive design is a minimum technology must-have. Content must seamlessly adjust to mobile and tablet size screens.
- A shopping experience that integrates with social media and a social media strategy that clearly defines KPIs and drives brand loyalty and purchases.
Does your strategy have what it takes to capture this lucrative Millennial market? Don’t make the mistake of overlooking this powerful demographic.
Courtesy of an article dated February 4, 2014 appearing in MediaPost Publications Mobile Marketing Daily and an article dated June 28, 2013 appearing in Hanson Dodge Creative
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