The first high -tech generation Confident. Less materialistic Alexandre. Antoine. Henrique. Rita on PDF
Preview The first high -tech generation Confident. Less materialistic Alexandre. Antoine. Henrique. Rita on
Alexandre. Antoine. Henrique. Rita on MILLENNIALS The first high-tech generation. Confident. Less materialistic. "95% of millennials say their friends are the most credible source of product information." Social Chorus Millennials are skeptical. They believe their peers more than they believe brands They are sophisticated shoppers. Junco and Mastrodicasa in "Connecting to the Net.Generation" 3% 6% Own a computer Own a smartphone 97% 94% 97% of these students owned a computer, 94% owned a mobile phone 40% of Millennials use social media on the bathroom > average 21% 50% of Millennials consider themselves politically unaffiliated. Nielsen, U.S., 2013 They are more open-minded than 75% prefer texting over Generation X: 84% legalize marijuana talking face-to-face Open Market survey, 2016 Pew Research, 2015 Very cynical. Only 53% trust in the police, but 64% trust in small Most diverse generation, 1/4 has businesses. an immigrant family member Pew Research, 2015 GALLUP Poll, 2014 Confident cohort. But others They think globally, care for brand see them as narcissist, and personality and social causes. even lazy since they postpone family and even work. NDM, 2016 GALLUP Poll, 2014 Top purchase influencers for Millennials Radius Global Marketing Research Apparel Packaged Goods Word of Mouth Word of Mouth Online shopping sites Advertising Search engines Search engines Financial Products Big-ticket Purchases Word of Mouth Word of Mouth Company websites Search engines Search engines Advertisement "Brands need to befriend Millennials, since their trust is hard earned." McCann World Group - The Truth about Youth What strategies can be utilized by firms in order to do so? Are Millennials that hard to satisfy? How to reach this generation? How to reach this generation? "What can brands do specifically to most engage or interest you?" More important Less important 24/7 availability History, heritage Support causes Resolve conflicts fast Brand has personality BCG U.S. Millennial Survey, 2013 Social Cause “Working together, we can help you prepare financially for when two becomes three” Online Buzz iPhone 4's generated the most Buzz in 2011 , with over 550 thousand messages Electronic Product Placement Through a Xbox 360 promotion, they generated $1 Million in the first month What influences Millennials'consumer behavior? Culture: more open-minded due to race and ethnic diversity. One boiling point for culture is internet, and this is a must- have for Millennials due to them being technology savvy. "...the global viewpoints that they come across in their everyday lives between the internet and their multicultural group of peers.” C.Hughes, 2008 Technology is the main influence of their consumption
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