Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "millennials"
- Thirty-seven percent of millennials have used an on-screen QR code to make a purchase from a TV ad, and 85% have made an online purchase on their mobile phones.
- Even younger versus older Millennials show markedly different preference patterns.
- Where do online shoppers start product searches and where do people get information on news? This has been a topic of discussion for years after reports surfaced that twenty-somethings were using TikTok to search for restaurants and other information on the site.
- Wildfire Systems, a fintech platform that powers reward programs, and research firm Big Village have released the second annual report on consumer shopping habits.
- Netflix could take a big loss among young subscription-owners in the shift to making free password-sharing users pay for the service, a study says.
- The report cited some companies effectively connecting with this consumer group, including Absolut, Apple, Grubhub, H&M, McDonald's, United and Virgin Airlines.
- Saatchi & Saatchi plunges into the domestic lives of young parents, explaining how they're ditching Instagram perfection for reality, self-care and mental health.
- While purpose matters to all age groups, Gen X watches most closely. And companies like Dove, Colgate, and SodaStream win with all age groups.
- Hispanic consumers make up 23.2% of the Millennial population in the U.S. By 2028, Claritas predicts, nearly 50% of the combined Gen Z and Millennial American population will be Hispanic.
- An AMA-NY study released Wednesday finds the average corporate buyer is a millennial male with changing values, and women have surpassed men among younger B2B purchasers. In fact, women make up 53% of the under-30s group and most of the under-25. Most work in traditional female sectors like retail and fast-moving consumer goods.
- Gen Z consumers found it more difficult to buy a car online (22%) than any other generation, per a CDK Global study.
- New streamers Paramount+ and HBO Max saw large gains in purchase consideration intent in a year that saw muted growth on that indicator, due to the pandemic dynamics, reports Morning Consult.
- Eighty-two percent of U.S. consumers said the brands they buy stand for a greater mission or purpose.
- Instead of developing apps that are informational, businesses are adding more functionality to make apps more transactional with their customers.
- Employees using their company emails for personal activities poses both marketing and corporate security risks, SailPoint Technologies reports.
- What do you do if your company is being described as "stodgy" by Millennials? How do you attract a younger audience without alienating your Gen X and successful Boomer clients? That's what Windermere Real Estate was facing. With a nearly 50 year legacy and flashy brands like Zillow and Redfin invading their space, Windermere needed to step up their game. Easier said than done when your budget is limited, and you're up against VC-backed and publicly traded companies with plenty of money to spend. So they needed to get creative and find a space where they could stand out. That space was Spotify. The music platform, a favorite among Millennials, gave Windermere the space to create their own branded station with home-themed playlists that could appeal to all generations. Spotify also provided branded QR codes to directly engage consumers with Windermere's station in an off-line environment, i.e. OOH, business cards and TV ads. Since launching their branded station, Windermere has earned more than 100K monthly active users and seen an 18% increase in direct traffic to their website. Spotify now plays an integral role in Windermere's media strategy.
- The PowerReviews study reveals that when product Q&As are missing, one in four online shoppers question the quality of the brand.
- The findings vary by generation, but overall show marked drops in the adults planning most changes, with the exception of moving long distances.
- 83% report watching streamed TV, versus 81% watching live TV. Heavy live-TV and streaming watchers have both declined, but mid-level streamers have increased significantly.
- Among mobile consumers ages 18-24, 68% shop on mobile up to four times weekly and 86% use mobile as a gaming platform, according to Tapjoy research released today.
- Readers in the younger age groups will subscribe to newsletters if they trust the publisher and find the content meaningful, Jeeng reports.
- Millennials are often characterized as digital-first media consumers by Madison Avenue, but the just-released Spring 2021 edition of Harvard's annual Youth Poll finds that when it comes to accessing news, local TV newscasts have the greatest reach. A third (33%) of the 18- to 29-year-olds responding to the survey, fielded in March, said they get their news or current events content from local TV stations, putting the linear TV medium ahead of Facebook (30%) and all other digital and/or analog media platforms.
- Fraudsters were more likely to go after Gen Z, at 44%, and Millennials, at 37%, more than any other age group. Those numbers increased in the U.S., at 53% and 40%, respectively, according to recent data.
- One year and 19 in-depth consumer tracking studies later, Americans are feeling far more "hopeful" and less "worried," "scared" and "confused," but more "overwhelmed," "stressed," "sad," and "frustrated" by the impact of the COVID-19 pandemic.
- CarGurus found that 26% of those who bought a pickup truck during the pandemic had not planned to before.
- Marketers have spent the last several months recalibrating their strategies to fit consumer behaviors, despite taking drastic Q2 budget cuts. Budgets are rising for the holiday quarter, according to OpenX data.
- Millennials plan to spend much more time in the next year consuming new streaming platforms using traditional TV sets, and 60% plan to buy a TV set this year vs. 41% of all adults, according to a Harris Poll conducted for Roku.
- Many search marketers have geared up organic and paid-search campaigns. Data from Shopkick and research firm Suzy reveals consumers' plans for buying and trick-or-treating this Halloween.
- The smallest businesses appear to be the strongest, according to a GoDaddy study of the impact of COVID-19 on about 5,265 of the world's tiniest businesses located in Australia, Canada, Germany, India, Mexico, Philippines, Spain, Turkey, the U.K., and the U.S. The research was conducted by Savanta in June 2020, with 91% of respondents having 10 or less employees.
- As performance and productivity change how we live and work, millennials and Gen X seem most impacted by changes in video-conferencing email, phone, text messages, file sharing and social media.
