• by Jack Loechner , Staff Writer @mp_research, April 15, 2015

According to a new analysis from GfK MRI’s Survey of the American Consumer, by Cathy Saraniti, Senior Vice President at GfK MRI, thinking of Millennials as a single target can blur distinctions marketers need to make decisions. But looking at younger and older subsets shows what’s most important at different points in the Millennial spectrum.

Millennial is the magic word for many marketers, says the report. Consumers in this coveted target, however, are not all alike, and many marketers are splitting Millennials into younger and older subsets. It makes perfect sense. Being 20 years old and being 37 are quite different: 20 to 24 year olds are just starting out on their own, versus being more established at 25 to 37. Their outlooks often differ, as do their media preferences and receptivity to advertising, according to GfK MRI’s Survey of the American Consumer. 

As a whole, Millennial women are more likely to express a range of fashion opinions. But as younger and older subsets, they often express those opinions to different degrees. Those distinctions could impact the way advertisers and agencies approach Millennials.

Younger Millennial women are more likely than the older group to be Fashion Category Influencers (FCIs) – meaning that they are deeply familiar with fashion, make recommendations across broad social networks, are highly trusted, and are word-of-mouth-leaders. “Pre-25” Millennial women are 81% more likely than all women to be FCIs, while the older female Millennials are only 52% more likely.

The younger Millennial group is also more likely to care about making impressions and choose trends over quality. To remain trendy, they are more likely to refresh their wardrobes at the start of each season, and rely on magazines for fashion information.

 While younger Millennial women have more influence, the older group has more dollars – and they are willing to spend them. The report says that, compared to all women, 25 to 37 year olds index at 153 for spending $3,000 or more a year on clothes. They are also more likely than their younger female peers to look for customization in fashion and to use shopping/retail apps on tablets.

Considering Millennial women as a single target can mask the different media behaviors of younger and older female Millennials. But when looked at as subsets, distinctions appear that marketers can use to build strategies. For example, younger Millennials index higher than older for heavy Internet use, and they are slightly more likely to be heavy magazine readers. The younger group index higher for reading Women’s Fashion magazines, and for saying they rely on magazines to stay up to date on fashion. Older Millennials, on the other hand, index higher for having heavy exposure to outdoor media.

Catherine Saraniti, Senior Vice President at GfK MRI, concludes by pointing out that “… thinking of Millennials as a single target can blur distinctions marketers need to understand… younger Millennials are more trend conscious and eager to update their wardrobes… their elders want apparel that is more tailored to their specific tastes and are willing to spend more to get it…”

For additional information, please visit the GfK MRI blog here.