Skip to main content

How to Reach the Digital Millennial Generation

comScore released a report highlighting the results from a recent market study that identifies the unique characteristics of the Millennial generation -- defined as persons born between 1981 and 2000.

The study examined the Millennial response to different types of advertising, including TV and digital -- compared to older generations -- and how marketers can most effectively target this large and important segment of the marketplace.

"The 79 million Millennials in the U.S. have an estimated purchasing power of $170 billion per year, making them a highly attractive segment for brands to target," said comScore vice president Bert Miklosi.

Their comfort-level with the Internet and new technology in general makes the digital medium an ideal platform for reaching these individuals. But Millennials are much more difficult to persuade with advertising -- especially the poorly conceived ads that you typically find on broadcast radio and TV channels.

Key findings from the comScore market study include:
  • The defining characteristics of Millennials include their comfort-level with new technologies and cultural diversity, as well as being accustomed to on-demand access to entertainment, continual stimulation and extreme multitasking.
  • Ad breakthrough via television advertising for Millennials was substantially lower than for older generations. However, Millennials demonstrated a higher propensity than other generations to retain a lasting impression of a television advertisement.
  • Millennials tend to be less interested and more difficult to connect with, capture attention, impress, convince and entertain.
  • Millennials also appear to be more price-sensitive, perhaps due to lower disposable incomes.
  • Digital advertising performs better in relative terms among Millennials than does television advertising.
  • Across generations including Millennials, the presence of key creative elements in advertising, coined by comScore as the Validated Drivers, were shown to relate strongly to successful advertising.
  • Millennials are highly engaged with the content that they choose to view, within both television and digital environments. Engagement has been shown to amplify the effectiveness of advertising, so when targeting Millennials, it is important to utilize engaging content to help boost returns from investments in advertising.

Popular posts from this blog

Digital Talent Demand Exceeds Supply in Asia-Pac

Even the savviest CEO's desire for a digital transformation advantage has to face the global market reality -- there simply isn't enough skilled and experienced talent available to meet demand. According to the latest market study by IDC, around 60-80 percent of Asia-Pacific (AP) organizations find it "difficult" or "extremely difficult" to fill many IT roles -- including cybersecurity, software development, and data insight professionals. Major consequences of the skills shortage are increased workload on remaining digital business and IT employees, increased security risks, and loss of "hard-to-replace" critical transformation knowledge. Digital Business Talent Market Development Although big tech companies' layoffs are making headlines, they are not representative of the overall global marketplace. Ongoing difficulty to fill key practitioner vacancies is still among the top issues faced by leaders across industries. "Skills are difficul

Mobile Device Market Still Awaiting Recovery

The mobile devices market has experienced three years of unpredictable demand. The global pandemic, geopolitical pressures, supply chain issues, and macroeconomic headwinds have hindered the sector's consistent growth potential. This extremely challenging environment has dramatically affected both demand and supply chains. It has led to subsequent inflationary pressures, leading to a worsening global cost of living crisis suppressing growth and confidence in the sector. In tandem, mobile device industry stakeholders have become more cautious triggering market uncertainties. Mobile Device Market Development Operating under such a backdrop, the development of mobile device ecosystems and vendor landscapes have been impacted severely. Many of these market pressures persisted throughout 2022 and now into 2023, borne chiefly by the smartphone market. According to the latest worldwide market study by ABI Research, worldwide smartphone shipments in 2022 declined 9.6 percent Year-over-Year

Open Banking Usage to Grow by 470 Percent

The Open Banking business model has been advantageous for Third-Party Providers (TPPs), helping them to extend their offerings into other areas of financial services with new capabilities. Open Banking is also advantageous for traditional banking institutions, despite the perceived loss of custodianship over their data, by providing greater accessibility to more bank services. Furthermore, Open Banking can help serve Mobile Internet providers that are able to leverage it to create tailored services according to customers’ preferences and/or economic limitations. Open Banking Market Development Since traditional banking services are made more convenient by TPPs via greater data access, customers can proactively manage their finances and shape the development of new financial offerings. This is particularly noticeable in the realm of Digital Payments, where retail merchants and customers transact through eCommerce, which has the greatest number of use cases for Open Banking. These includ