Cracking the social media habits of Millennials

Whether you’re interested in the habits of this particular age-group or are a Millennial yourself, data gleaned in a new report by Concentric Marketing has revealed some fascinating stats on Generation Y.

The white paper report, entitled ‘Everything You Thought You Knew About Millennials Might Not Be True’, has challenged previously assumed beliefs about Millennials, such as the notion that Millennials are ‘brand agnostic’ and thus not loyal to brands when making purchasing decisions.

Instead, the data reveals that Millennials are in fact generally pragmatic about brand perception, and will be loyal to those they view as the most reliable.

The white paper took the responses of 890 Millennials aged 17-32, and found other ‘myths’, such as the idea that Millennials generally reject advertising messages were also untrue. Responses instead showed that a massive 85% of Millennials felt generally positive about advertising, with 65% suggesting that, in comparison to their parents, they pay as just as much, or more, attention to advertising.

“As marketers, we must find a reasonable level to cluster diverse populations like these into meaningful groups. We must recognize true differences and nod to the nuances to find the right balance of segmentation and generalisation,” commented Bob Shaw, president of Concentric Marketing.

“This study opened our eyes to some remarkable insights that provide a foundation for smart segmentation of Millennials. These insights lead to micro targeting, improved messaging and efficiencies in reaching this coveted consumer.”