Millennials and social media: Common myths busted
The report – which looks at the responses of 890 Millennials aged 17-32 – considers a variety of topics, including attitudes to work (36% would be happy to earn less doing a job they love) and food (a not-insignificant 42% are very nutrition-conscious), but mainly focuses on social media and brand alliances. Think you know about Millennials? Think again.
Myth: Millennials are not brand loyal in their purchasing habits
Reality: Millennials are pragmatic in forming their perceptions around brands and are loyal to ones they deem ‘worthy’. Their criteria for loyalty are practical and include concepts such as perceived reliability.
Myth: Millennials reject the consumption choices of their parents and prefer to make their own purchasing decisions when they move out.
Reality: Subsets of Millennials report being heavily influence by and loyal to brands and products introduced to them during childhood.
Myth: Millennials are heavily influenced by and supportive of brands and companies that align with social causes they believe in.
Reality: While Millennials are appreciative of brand causes, it’s not a key purchase driver, with other factors such as historical relationships playing a bigger role in purchasing.
Myth: Millennials are heavy consumers of social media and follow many brands in this space.
Reality: A considerable 78% of Millennials follow four or fewer brands on social media, with 38.81% not following any brands at all. Of those that do follow brands, nearly 40% want to hear from brands once a week or less.
Myth: Millennials rely on social media and online retail stores for shopping and purchases.
Reality: Only 40% prefer to shop online, with the rest citing other brick and mortar store types as favourites (clothing stores: 41%, mass retail stores: 58%, grocery stores: 59%).
Myth: Millennials reject advertising messages.
Reality: Nearly 85% of Millennials reported feeling generally positive about advertising, with 65% suggesting they pay as much, or more, attention to advertising as their parents.
Myth: Millennials only respond to cutting-edge advertising initiatives.
Reality: Only 5% said they felt ads should be interactive, with nearly half (46%) citing a desire for more straight-forward messages in advertising.
Read the full white paper here.