- Posts tagged Millennials
- Explore Millennials on posterous
Demographics Of Geo- & Location-Based Services [TABLE]
Younger smartphone owners are more likely than older ones to use both location-based information services and geosocial check-in services:
80% of those age 18-29 use location-based services, compared with 75% of those age 30-49 and 64% of those age 50+.
23% of those age 18-29 use geosocial services, compared with 17% of those age 30-49 and 14% of those age 50+. Read the rest at MarketingProfs.
Consumer Social Media Brand Interaction By UK Consumers, By Generation [CHART]
The proportion of UK consumers who have interacted with companies through social media has almost doubled in just 8 months, from 19% in August 2011 to 36% in April 2012, according to [pdf] survey results released in May 2012 by Fishburn Hedges and Echo Research. Brand interaction over social media is highest among 18-24-year-olds, at 49.5%, and declines alongside increasing age. Even so, almost one-third of 45-54-year-olds have made contact with a brand through social media, and more than one-quarter of those over 55 report having done so. Read the rest at Marketing Charts.
Real-Time Mobile Activities, By Generation [CHART]
Unsurprisingly, millennials are leading this real-time information-seeking trend. The frequent texters and savvy social networkers are using their devices to coordinate plans, find information and make decisions. It’s likely that the Gen X and Boomer generations will catch up with younger consumers, especially as smartphone penetration continues to grow among older consumers. The Pew study showed that less than half of US mobile phone owners ages 30 to 49 used their phones to coordinate a gathering, compared to 60% of those in the 18-to-29 age group. Read the rest at eMarketer.
Mobile Finance Users By Generation [CHART]
Consumers who engage with finance content and ads on their mobile devices (”mobile finance users”) are disproportionately young and male, and place a high value on brands, finds Millennial Media [download page] in a May 2012 study conducted in partnership with comScore. While 25-34-year-olds make up only 17% of the mobile audience, they account for 32% of mobile finance users. Similarly, 18-24-year-olds, who make up 13% of the mobile audience, represent 21% share of those using mobile finance. Overall, mobile finance users are also more likely to be male (55%) than female (45%).
A March 2012 report from the Federal Reserve found a similar trend, showing that mobile banking skews young: those aged 18-29 made up 43.5% of users, relative to 22% of mobile phone users, while those 60 and older represented just 6% of mobile banking users, while holding 24% share of all mobile phone users. Read the rest at Marketing Charts.
Weekly Shopping Chores, By Gender/Generation [CHART]
The leading source of disruption may be obvious: sales or promotions, cited by 66% of shoppers in a January 2012 Integer Group and M/A/R/C Research survey. Coupons followed at 30%, while the next most popular reason shoppers buy items they did not intend to purchase beforehand provides insight into a different type of trigger: Twenty-three percent added a nonessential, on-the-spot item to pamper themselves, proving that marketers should never underestimate the sway of an emotional appeal. Read the rest at eMarketer.
Millennials & Privacy [CHART]
Data from Euro RSCG Worldwide’s “This Digital Life” indicates that a high proportion of global consumers worry about the privacy habits of Millennials. In fact, 61% of those aged over 55 worry about the impact digital technology and social media are having on young people, with 57% of 35-54-year-olds and 53% of 18-34-year-olds agreeing.
Additionally, roughly 4 in 5 of the 55+ group feel that young people today have no sense of personal privacy and are willing to post anything and everything about their lives online, a sentiment shared by 74% of those aged 35-54 and 66% of those aged 18-34. Read the rest at Marketing Charts.
Worldwide Privacy Concerns, By Generation [CHART]
The majority of consumers of all ages across the world feel that people share too much about their personal thoughts and experiences online, with 71% of those 55 and older saying a return to more privacy is needed, and 62% of 35-54-year-olds and 57% of 18-34-year-olds agreeing, according to an Euro RSCG Worldwide study of more than 7,000 consumers in 19 countries. Concern that technology is robbing people of their privacy was relatively aligned across all age groups (between 54-57%), though some of that loss of privacy appears to be self-inflicted: among 18-34-year-olds, many regret having posted personal information (39%) or information about a friend or family member (35%) online. Similarly, around half worry that friends or family will share personal information online about them that they don’t want to be shared. Read the rest at Marketing Charts.
Demographics Of German Online Buyers, Q1 2011 [CHART]
In March 2012, Eurostat, the statistical agency of the EU, released 2011 demographic data on online buyers. The survey found that internet users in Germany ages 25 to 34 were the most likely to have purchased online, at 79%, followed by users ages 35 to 44 at 70%. Read the rest at eMarketer.
How African Americans Feel About Their Mobile Phones, By Generation [CHART]
A year-long survey by Experian Simmons that concluded at the end of November 2011 got a glimpse at some of these differences. Black mobile phone owners were more likely than their white counterparts (19.5% vs. 11.8%) and respondents in general (13.7%) to agree with the statement, “My [mobile] phone is an expression of who I am.” Blacks were also more likely than whites and respondents in general to agree that, “I use my [mobile] phone in many different ways to get the information I need,” (46.7% vs. 38.7% vs. 40.6%) and that, “My [mobile] phone connects me to my social world,” (38.4% vs. 32.2% vs. 34.0%). Read the rest at eMarketer.
Millennial Technology Adoption [CHART]
US Millennials (aged 16-34) are a heterogeneous group, displaying varying characteristics and habits that defy many casual stereotypes, including the ones hoisted on them by non-Millennials (aged 35-74), says the Boston Consulting Group (BCG) [pdf] in an April 2012 report. In fact, while Millennials see themselves in generally positive terms - “tech-savvy,” “hip,” and “cool” - their more elderly counterparts see them in part as “spoiled,” “lazy,” and “entitled.” Yet while BCG’s research shows there are many different sides to the Millennial generation, one thing seems clear: they are quick to adopt new technologies. In fact, compared to non-Millennials (aged 35-74), they are more likely to report using MP3 players (72% vs. 44%), gaming platforms (67% vs. 41%), and smartphones (59% vs. 44%), and less likely to use desktop computers (63% vs. 80%) and basic cell phones (46% vs. 66%).
The report notes that as a result of this technology adoption, Millennials are much more likely to multitask while online by constantly moving across platforms. Indeed, according to an April study from Time, digital natives switch their attention between media platforms (i.e. TVs, magazines, tablets, smartphones, or channels within platforms) on average 27 times per hour, compared to 17 for digital immigrants. Read the rest at Marketing Charts.
