Clever Real Estate surveyed more than 1,140 Americans to learn how millennials’ digital consumption habits differ from those of older generations.
There are approximately 71 million millennials in the U.S., representing roughly 30% of the country’s population. C-stores can benefit from understanding their consumer habits in order to better market to the generation.
Here are some key takeaways from the study:
- Facebook remains the dominant social media channel for reaching the widest possible audience, but younger millennials are increasingly leaning towards YouTube and Instagram as their go-to social platforms
- Rising concerns about Facebook and privacy could impact advertisers’ bottom line: 77% of millennials say they’re concerned about the company’s use of their personal data
- Influencer marketing is a must-use strategy in 2019: Millennials are 54% more likely than older generations to buy a product or service recommended by a social media influencer, such as a YouTube or Instagram star
- When seeking to engage with millennials, a mix of “funny and informative” seems to be the best approach — funny ads are the most likely to resonate with millennials (43%), followed by informative ads (29%)
- Inbound marketers beware: 32% of millennials — and only 15% of 18 to 24 year olds — said they’d be willing to submit their name, email and phone number for an informative, downloadable guide or resource
- Website and/or app appearance are more important to millennials than older generations: 92% said a website or app’s appearance was important when deciding whether or not to submit their personal information
Insight #1: Facebook is the dominant platform for every generation, but privacy concerns have millennials moving on to Instagram and YouTube
According to the survey, Facebook ads are the most likely to lead to a purchase of a product or service among all generations. However, only 58% of millennials have bought a product from Facebook compared to 76% of adults aged 35 and up. Instagram and YouTube are closing the gap with 55% and 51% of millennials buying from these platforms respectively.
Millennials are most likely to engage with online video ads, social media ads with pictures and social media ads with videos, indicating YouTube and Instagram will remain popular with younger generations.
77% of millennials say they’re concerned by Facebook’s use of personal data. A Pew study found that 44% of younger users (ages 18 to 29) say they have deleted the Facebook app from their phone since the Cambridge Analytica scandal.
Insight #2: Millennials are 54% more likely than older generations to buy a product or service recommended by a social media influencer
Influencer marketing is a must-use millennial marketing strategy in 2019. 31% of millennials said they don’t engage with any online ads.
According to our survey, only 37% of Americans have bought a product or service because of an ad on social media in 2019. Compare that with 2017: A previous study from Curalate found that 76% of U.S. consumers purchased a product they saw in a brand’s social media post.
Marketers need to consider online strategies outside of ad buying.
Meanwhile, 44% of millennials have bought a product or service because of an online influencer, compared to only 28% of Baby Boomers and Generation X respondents.
Insight #3: Website appearance is more important to millennials than any other generation, especially inbound marketers
92% of millennials said website appearance was important when deciding whether or not to submit their personal information.
There’s also a downward trend in younger audiences’ willingness to submit their personal information to brands they’re unfamiliar with. 32% of millennials — and only 15% of 18-to-24-year-olds — said they’d be willing to submit their name, email and phone number for an informative, downloadable guide.
