Commentary

Define A Millennial

According to Norty Cohen, CEO of the Moosylvania agency, outlining the latest research on the often misunderstood millennial audience, saying there is not one simple definition so there is not one simple strategy to reach them, and connect.  The report, however, doesdefine millennials as a 20 year generation, born in 1980. The 37 Year Old Millennial is everything expected from a millennial, and in some cases more.

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Moosylvania has been evaluating millennial consumers for five years, says the report, asking each year about values; how they view themselves, how they connect with brands, and what emotions their favorite brand evoked in the last 30 days.  Two groups were analyzed in the research, 13-33 years old, and 17-37. 

Most marketers have pre-conceived notions of younger Millennials, obsessed with themselves, quotes the report.  But what drives the older group?

The research, fielded in January, 2017, parsed the data by 17-27/28-37 to see what their habits and responses were by decade. In many instances, says the report, they are more connected, more involved, and more socially conscious than younger Millennials.  Each year, the annual study provided 36 attributes and asked 1,000 respondent panels how they would best describe themselves. 

Many of these attributes remain constant, but the study shows consistency for younger and older Millennials (most of the time)

Consistent Attitudes In Both Groups

Position

Age 17-27

Age 28-37

Love my gadgets

55%

54%

Positive attitude

51%

50%

Self directed

59%

56%

Always on mobile

37%

37%

And, free spirited

63%

44%

Source: Moosylvania, May 2017

 

Additionaly

Situation

Age 17-27

Age 28-37

Time spent a day, reading, looking at social media

58%

63%

Time spent creating or posting content

½-2 hours a day

59%

Source: Moosylvania, May 2017

Now, says the report, the study found a greater compulsion to use their phone, create content, check email, look for information; exactly what marketers need. And, focusing on consumers willingness to share content they like.

When presented the statement: I am willing to share/report brand content that I like, older millennials held their ground. And, in fact, with most of the data in the survey, older millennials are found defining themselves as brand champions.

Willing To Share/Report Brand Content That I Like

Position

Age 17-27

Age 28-37

Agree

48

53

Strongly Agree

25

23

Source: Moosylvania, May 2017

Concluding, the report says loyal consumers come to life in many ways with this cohort. 

For additional information from Moosylvania, please visit here.

 

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