According to a new MarketingSherpa Consumer Purchase Preference Survey, age can often factor into how customers want to engage with brands. The survey compared the differences between millennials and baby boomers, finding that overall, when away from the desk, millennials are more interested in receiving email on their smartphones (53%) compared to boomers (21%).
Not surprisingly, says the report, millennials also favor other mobile methods of marketing communication more than boomers:
Discover the preferences of 955 U.S. millennials and boomers on how they like to receive messages when they are away from computers.
by Dr. Liva LaMontagne , Editorial Research Manager
To determine "… which methods do you prefer companies to communicate with you when you are not at a computer?” the study looked at demographic differences in their preferences, including male and female Millennials, defined as 18 to 34 years old, and male and female Boomers, defined as 65 years old and older.
US Millennials And Boomers Preferred Communication Method Away From Computer
% of Respondents
Source: MarketingSherpa, April 2016
Summarizing the data, key findings are:
Male millennials vs. Male boomers
Boomers (57%) were more interested in print ads than millennials (34%). Male millennials were more interested in almost all mobile methods of communication compared to male boomers:
Female Millennials vs. Female Boomers
Similarly to their male counterparts, female boomers (64%) were also more interested in print ads than female millennials (37%).Also like their male counterparts, female millennials were more interested in mobile methods of marketing communication:
Concluding, the report finds that:
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