- Several recent studies have shown that Millennials are less brand loyal than preceding generations.
- A recent Daymon Worldwide global study1 showed that only 29% of Millennials usually buy the same brand, compared with 35% of Gen Xers.
- As a result of this lack of brand loyalty, it is critical for marketers to understand how to reach the millennial generation. Fluent conducted a nationwide survey of 1,769 Millennials and 1,191 non-Millennials to better understand Millennials’ device usage and interaction with various digital media channels, and their relationship to impacting purchasing decisions.
KEY FINDINGS:
1ne:[inlinetweet prefix=”” tweeter=”” suffix=””] Smartphones are the most popular device with Millennials as 7 in 8 Millennials own one.[/inlinetweet] They spend the highest proportion of their online time using their smartphones (51% spend all or most of their online time) and use them to make purchases as much as any other platform (49% at least monthly).
2wo: Despite the dominance of smartphones, computers remain an important purchase device for Millennials. [inlinetweet prefix=”” tweeter=”” suffix=””]Nearly 1 in 3 (32%) Millennials use computers to make purchases at least weekly. [/inlinetweet]However, younger Millennials, aged 18-24, use computers less often to make purchases than their older counterparts.
3hree: Millennials own smartwatches at nearly twice the rate of the general population. 44% say they own smartwatches compared with only 23% of non-millennials.
4our: [inlinetweet prefix=”” tweeter=”” suffix=””]While still the top network, Facebook is far less influential with millennials than it is with older generations.[/inlinetweet] 43% of millennials say Facebook is the social media platform they use most often, compared with 61% of non-Millennials. Among the youngest cohort of Millennials, 18- 24 year olds, other networks including YouTube, Instagram & Snapchat have nearly caught up to Facebook.
5ive: Promotional emails were the most effective digital advertising medium asked about in the survey at influencing millennial purchase decisions. Over 2 in 3 (68%) of millennials said that promotional emails impacted their purchase decisions at least on a few occasions.
6ix: Millennials show somewhat less concern about data privacy and security than older generations. There are double digit gaps between the percentage of millennials and non-millennials who are very concerned about data privacy (37% vs. 51%) and data security (42% vs. 55%), respectively.
