MILLENNIALS

Millennial consumers are highly coveted by marketers because theyre

beginning to shape their shopping behavior and they have real spending power.
Want to learn how they buy, how they consume media,
and how you can reach them? READ ON.
BIG SPENDERS
RESEARCH PURCHASE HABITS
EXPECTATIONS FROM MARKETERS

BIG SPENDERS | And Their Spend is Increasing

Spend-Setters
Millennials are big spenders, collectively spending

$1.4 trillion annually by 2020,

accounting for 30% of U.S. retail sales.

Source: U.S. Department of Labor, Bureau of Labor Statistics, May 2014.

BIG SPENDERS | How They Purchase

DIGI DOES IT
Millennials are tech savvy, and comfortable making purchases online.
Three-quarters have made at least one digital purchase during the year.

60% look at
products to buy
online almost
every day,
even if theyre not actually making
purchases (vs. 46% of total respondents).

Source: eMarketer: Adult Millennials as Consumers, 2014.

BIG SPENDERS | But They Prefer In-Store

MORE IN STORE
Despite millennials comfort with digital technology,

82% still prefer to shop in brick-and-mortar stores.

Millennials are more likely to shop in grocery stores than big box stores (79%).

34% use their

mobile device
in-store to
search for
local deals.
Source: Harris Interactive, The Harris Poll, July 2014.

RESEARCH & PURCHASE HABITS | Across the Purchase Funnel

PATH TO PURCHASE
Millennials are influenced by the internet throughout the purchase funnel.
They are likely to compare prices, check reviews, and generally research products
at every stage along the path to purchase.
Source: eMarketer, 2014.

RESEARCH & PURCHASE HABITS | They Showroom

THEY SHOWROOM
One of their most common behaviors is showrooming.
They get inspired in stores, and then go online to see if they can find a better deal.

u.s. internet
users who have
engaged in
showrooming
behavior, by age:
Source: comScore Inc., State of the
U.S. Online Retail Economy in Q1
2014, May 20, 2014.

18-24
47%

25-34
46%

35-44
41%

45-54
36%

55-64
29%

65+
28%

RESEARCH & PURCHASE HABITS | They Go Online to Compare

THEY COMPARE
They are highly informed consumers.
They are likely to compare prices, conduct research, etc.
Millennials look at things to buy online, even if theyre not
planning on buying it today.
Source: eMarketer, 2014.
64%

Opinions about digital

shopping among u.s.
internet users, by age.

61%
56%

52%
41%

38%
30%

21-29

30-44

45-59

60-70

29%

I compare the prices of the

products Im interested in,
using mobile apps and websites.
I conduct research about the
products Im interested in,
using mobile apps and websites.

RESEARCH & PURCHASE HABITS | Social is Important: They Rely on Their Peers and Friends

HE SAID, SHE SAID

Word-of-mouth, peer reviews, consumer websites, social media,
and blogs play a big part in millennial shopping behaviors.
Source: Crowdtap, Social Influence: Marketings New Frontier, March 2014.

74%

have conversations about

brands or products with
friends and family.
68% RELY ON PEER REVIEWS
56% EMAIL, TEXT, AND INSTANT MESSAGE
50% TURN TO SOCIAL MEDIA SITES

EXPECTATIONS FROM MARKETERS | They Have High Expectations from Marketers

GET ON TARGET
Marketers who need to reach millennials have more targeting technologies at
their disposal than ever before. Knowing your audiencehow they consume
media and what expectations they have of you, the marketeris key to creating
campaigns that speak to this ad-savvy audience.

Target Them Correctly

Personalized Messages
Tap Into Their
Deal Seeker Side
Have Strong CSR

EXPECTATIONS FROM MARKETERS | Target Them Correctly

TAILOR MADE
Take advantage of the extensive targeting technologies
contextual, behavioral, keyword, and morethat help you
reach millennials with messaging thats made for them.

58%

of millennials agreed

that tailored advertising helps them find products and

services more quickly.

Eighteen to thirty-fouryear-olds EXPECT

that their mobile advertising will be targeted directly
to them, based on their interests, likes, and dislikes.
Source: eMarketer: Adult Millennials as Consumers, 2014.

EXPECTATIONS FROM MARKETERS | Personalized Messages

NOW ITS PERSONAL

Marketers need to combine the right message with the right targeting to effectively reach millennials.
Keep in mind that they demand a high level of personalization and your message needs to stand out.

65% agree that online ads

and promotions make them aware of things

they want to buy (more than any other group).
41% of millennial mobile device users also agree
that mobile ads are informative and helpful.
Source: Crowdtap, Social Influence: Marketings New Frontier,
March 2014.

EXPECTATIONS FROM MARKETERS | Tap Into Their Deal Seeker Side

DEAL WITH IT
They use their mobile devices for more than checking Snapchat.
Use local targeting technologies to get your message into the hands
of these highly sought-after consumers.
29% agreed that a coupon would influence them
to shop in a store they dont usually shop in.

34%

reported that they

often use their mobile
device to search for
local deals
(vs. just 20% of total consumers).
Source: eMarketer: Adult Millennials as Consumers, 2014.

EXPECTATIONS FROM MARKETERS | Have Strong CSR

BRAND NEW
Millennials are not as brand loyal as their parents. If their preferred brand isnt available,
or if they receive a competitors coupon, theyll pick up another national brand instead.

84%

are
influenced to
switch brands by
corporate social
responsibility and
loyalty programs.
Source: Bond Brand Loyalty,
The Loyalty ReportU.S. Edition, 2014, June, 2014.

THE LAST WORD

The millennial consumer is one that marketers are pushing hard to connect with.
What this means for you is that your message runs the risk of being lost in a sea of
sameness. Make sure your message makes an impact. Creating comprehensive, hypertargeted campaigns is easier than ever before. And dont forget to deliver unique and
interesting creative to make your message most appealing to millennials.

Designed to give you easy access to important industry

information, the MNI Breakdown gives you the low-down
on marketing and media trends, determined by extensive
research from our team of media experts.
For more information about how MNI can help you more
effectively and efficiently target your most valuable audience,
call your local MNI Account Executive or visit mni.com.

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