Filed Under:Markets, Gen X Y

BCG Survey: Millennials Favor Brands with Facebook Pages, Mobile Web Sites

(Manu Fernandez AP Images)
(Manu Fernandez AP Images)

When purchasing products and services, Millennials are more likely than non-Millennials to favor brands that have Facebook pages and mobile Web sites, according to a new report.

The Boston Consulting Group, Boston, published this finding in a survey of 4,000 Millennials (ages 16 to 34) and 1,000 non-Millennials (ages 35 to 74), the poll conducted in conjunction with Barkley (Kansas City, Pittsburgh), a provider of marketing communications services; and Service Management Group, Kansas City, a provider of customer experience analytics for global retail and restaurant brands.

The survey, " The Millennial Consumer: Debunking Stereotypes," examines how behaviors and attitudes differ between Millennials and Non-Millennials and builds on earlier research by BCG, Barkley and SMG on Millennials’ media, shopping and social habits, released in August 2011.

When making purchases, the survey reports, 33% of millennials favor brands that have Facebook pages and mobile websites, as compared to 17% of non-Millennials. Similarly, nearly half of Millennials (47%) agree that their lives "feel richer" when they’re connected to people through social media; just over one in four of non-Millennials (28%) express this sentiment.

The report finds that Millennials and Non-Millennials spend roughly the same amount of time online, but Millennials are more likely to use the Internet as a platform to broadcast their thoughts and experiences and to contribute user-generated content. Millennials are also more engaged in activities such as rating products and services (60% versus 46% of non-Millennials); and uploading videos, images, and blog entries to the Web (60% versus 29%).

Millennials put a premium on speed, ease, efficiency, and convenience in all their transactions. For example, the survey notes, they shop for groceries at convenience stores twice as do often as non-Millennials. Millennials are also receptive to "cause marketing" and are more likely to choose products whose purchase supports a cause (37% versus 30%).

Of Millennials who make direct donations (34%), almost half donate through their mobile devices (15%), compared with only 5% of non-Millennials. More Millennials than non-Millennials report using a mobile device to read user reviews and to research products while shopping (50% versus 21%), the survey says.

More U.S. Millennials than non-Millennials report using MP3 players (72% versus 44%), gaming platforms (67% versus 41%), and smartphones (59% versus 33%).  Non-Millennials reported using desktop computers at home (80% versus 63%) and basic cellphones (66% versus 46%).

Millennials are also more likely than non-Millennials to explore brands on social networks (53% versus 37%)

Top Sales and Marketing Ideas - 2014

Special Feature

2014 100 Best Sales & Marketing Ideas

There are a million ways to sell an insurance product, and any one of them may work depending on your target market, your product lineup and your own unique skill set.

Explore Now
More Resources



Advertisement. Closing in 15 seconds.