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Brands that are oriented to the millenniums face many difficulties. Marketers need to understand how this group of consumers interacts with the media.

Fortunately, the growing popularity of digital technology allows advertisers to experiment with approaches to work.

Toluna found out how the millenials interact with the media today, and how this interaction will evolve in the future.

Researchers interviewed more than 1,000 representatives of different generations from the US and the UK.

As part of this survey, Toluna paid special attention to the responses of the millenials and compared them with other respondents.

The organization’s employees once again became convinced of the importance of a sense of humor for promotion specialists.

So, respondents were better remembering TV commercials and sharing it in social networks, if it was funny. 68% of consumers probably remember funny advertising, and 69% of consumers were more likely to share it in social networks if she made them smile.

Here, to what other interesting conclusions the experts came!

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Psychology of the Grocery Store

Interview on the interaction of millenials with media 2016

Television

94% of respondents watching TV

Respondents were asked to rate their method of viewing “television” on a scale of 1 to 6. Of all the options, Cable TV took the first place, followed by Netflix and Hulu .

The Millenials

  • 5,34 Cable TV
  • 5.43 – Netflix
  • 4.45 – Hulu
  • 4.37 – Amazon Prime
  • 3.73 Other
  • 3.68 – Apple TV

Total (Average rating)

Not the millenials

  • 5,44 Cable TV
  • 5,03 – Netflix
  • 4.36 – Hulu
  • 4.24 – Amazon Prime
  • 4,23 Other
  • 3.71 – Apple TV

Millenials watch TV less often every day

  • 61% of the millenials named this method of watching TV on the 1st or 2nd
  • 55% of the millenials named this method of watching TV 1st or 2nd

Are you watching more than 3 hours?

  • All respondents – 38%
  • Millenials 29%
  • Not Millenials 49%
Music

23% of respondents listen to music 3 hours a day or more

Traditional radio – a method of consumption of music №1. But at the same time 40% of non-millenials chose this channel, and only 29% of the millenials. Millenials often prefer other digital -methods: iTunes or Spotify .

The Spotify

  • Millenials 17%
  • Not the millenials 12%

iTunes

  • Millenials 21%
  • Not millenials – 14%
Social networks

23% of respondents spend more than 3 hours a day on social networks

  • Millenials 26%
  • Not the millenials – 22%

11% of respondents do not use social networks at all

  • Millenials 3%
  • Not the millenials – 17%
Advertising

93% Millenials use sites that display advertisements before use such as Pandora, Spotify and YouTube .

At the same time 69% of non-millenials do not spend time at these sites at all.

36% of respondents most often learn about new products from advertising, 30% more often learn about new products from friends and family members, and 19% – from catalogs or online.

Respondents who shared advertisements in social networks

  • All respondents – 49%
  • Millenials 59%
  • Not Millenials 41%

Humor in advertising guarantees memorability and reposts

Respondents were better at memorizing TV commercials and sharing it in social networks, if it was funny. 68% of consumers were more likely to remember funny advertising, and 69% of consumers were more likely to share it in social networks if they found it funny.

Respondents more often learn about new products or brands from advertising (top-2 scales)

  • All respondents – 54%
  • Millenials 58%
  • Not the millenials 50%
Net Income

It also turns out that millennials are more likely to participate in “joint consumption”. 42% of respondents do not want to earn extra money by cooperating with companies such as Uber, Lyft or AirBnb . 49% of Millenials are more likely to choose this form of earnings, and only 29% of non-Millenials will agree with them.

After the story of their incomes, the respondents shared the distribution of expenses, food and drinks turned out to be the first place.

All respondents

    • 5.71 Food and Beverages

Clothing / Shoes / Accessories

  • 5,29
  • 4.92 Savings
  • 4,41 Home repair / Decoration works [
  • 3.85 Travels
  • 3,77 Subscription services
  • 3,76 Personal Electronics
  • 3,28 Games and Toys
  • There are no translations available.

 

The Millenials

    • 5,83 Food and Beverages

There are no translations available.
Clothing / Shoes / Accessories

  • 5,11
  • 4,64 Savings
  • 4,22 Repair of the house / Scenery
  • 3.91 Travels
  • 3,77 Subscription services
  • 3.61 Personal Electronics
  • 3,53 – Games and Toys

 

Not the millenials

    • 5,69 Food and Beverages

Clothing / Shoes / Accessories

  • There are currently no product reviews.
  • 5.26 Savings
  • 4,69 House repair / Decoration works [
  • 3.92 Travels
  • 3,67 Subscription services
  • 3,99 Personal Electronics
  • 3,29 Games and Toys
  • There are no translations available.

 

Summing up the results

It is the millenials who prefer to make purchases on the Internet more than all other age categories. If you, being the owner of an online store, do not take into account the peculiarities of their interaction with the media, then you will lose a significant part of potential customers.

 

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