Young people are the generation of customers of the future. The responsibility of selecting which brands to surround yourself with in your day-to-day life will soon fall into your hands, and which ones do not add anything to you. A trust that is built from the beginning, from their first contacts with the brand. Hence, companies know exactly what these young people are like, where they move and what they expect from brands.Showrooming continues to spread among the youngest
The age group most likely to compare with their smartphone before buying are young people. The data published this month by Vibes indicate how showrooming continues to spread among this population group. Half of those under 35 years old practice showrooming, while only 31% of those over that age do the same. Another very common behavior among this get a nigerian phone number niche is webrooming, this consists of the previous search for information about the product, to later physically approach the store to buy. The study published in May by the Urban Land Institute indicated that half of those under 35 years of age bet on this modality, while only 11% preferred showrooming.Young people believe that in the future the stores will be great exhibitors
According to the Amaze Generation survey, released in September, young people believe that the streets will be quieter, gulf email list and most purchases will be made online because people will get lazier. The study attributes the closure of many commercial areas to the recession and changes in people’s habits and behavior due to the use of new digital devices.Mobile shoppers are getting younger
The mobile is permanently present in the lives of young people. IDC reported in April that 89% of 18-24 year old smartphone users checked their cell phone within 15 minutes of waking up. Their dependence is such that 3 out of 4 respondents did not remember a single moment of the day when their mobile was not within reach, or in the same room. A habit that positions mobile devices as a means to formalize your purchases. According to Nielsen, 84% of smartphone and tablet users, ages 18-25, used these devices to make an online purchase in early 2013.
Social Networks are changing the buying habits of young people
Social networks are part of the daily lives of young people, an activity that has even modified their shopping habits. The study carried out by Professor Edgardo Spivak shows that 97.74% of young university students participate in at least one social network. More than half of them feel influenced in some way when making their purchasing decisions, and even expect brands, more and more, to use social media as a sales channel.
Young people want more content on demand and fewer advertisements
The way young people consume information has changed. They consume less and less information in mainstream media, in favor of on-demand content. Users do not understand the need to receive advertising impacts and non-intrusive messages as a way for brands to make themselves known. Thus, 48% of young people between 18 and 34 years old listen to music on demand, along with 41% of those who watch television or movies (52%), as reflected in the study by Jacobs Media in May. This does not mean that young people do not watch television content, although they do use other ways to do so.
The ‘silly box’ loses its grip: Young people watch television less and less
If we add to this the increasing presence of social networks in the daily habits of users, we see the low popularity rate of the popularly known “silly box” among the new generations. According to the study published by media Technology Monitor in Canada, 58% of users developed some type of multitasking behavior in front of the television. In addition, 26% combined both habits on a daily basis, permanently. The fact that younger adults are spending less and less time on television is also a reality. The study published by Nielsen in September indicated that young people between 18 and 24 years old spend one hour less a week in this activity than the previous year. It is not yet an alarming change, although it is significant.
Young people consume less and less information in mainstream media
The descent of information through conventional means of communication is generalized. The recent report published by Pew indicates that young people up to 31 years of age spend less than half that of those over 67 to consume information (84 minutes vs 46 minutes). Also, this habit will not increase with age. The trend shows that in recent years the demand for information through traditional media by users has been declining. In Spain, sales in the traditional press fell by 16.74% last year, with none of the 70 national newspapers escaping the decline. Meanwhile, during the same period, traffic to news sites rose an average of 15%, according to Comscore data.
Young people want to know that brands really listen
Traditional communication strategies do not work for the very young. Millennials don’t respond to advertising shocks the way later generations do, they expect something more. Their personal development has been linked to that of social networks, and they develop in this area like a fish in water. Therefore, they know exactly what they want and what they expect from brands. They are not served by a one-way discourse, or a global strategy, regardless of the channel they choose. Instead, they reward interaction, and demand that companies actually be there, not just appear to be. This forces brands to reconsider their strategy, especially due to the high interest they have in capturing this target audience. According to Aaron Everson, President of Shoutlet, young people are a highly sought-after audience, above all because of their high purchasing power, almost double that of their parents. However, to reach them, companies and brands must fully understand who they really are, how they act, how they relate and what their buying cycles are like.The behavior of many brands on social networks disappoints young people
4 out of 10 millennials don’t like to follow brands on their social profiles. As if that were not enough, 12.3% consider that brands should not be on social networks. For these young people, social networks have a personal use where, according to Concentric data, brands are over. The fact that practically all young people have their profile on Facebook, and 3 out of 4 are on Twitter, does not give brands freedom to be there and interrupt their user experience. The main reason that leads them to think this way is that they expect something more from brands, that their messages are not reduced to promotions and marketing actions. 40% believe that brands just want to sell, and do not show the slightest interest in talking to them.
Instead, they would be more willing to share their data, without providing them with a personalized experience, along with useful and quality information. According to the survey published in April by the Annenberg Center for the Digital Future, 56% of millennials would share their location if they received a relevant coupon or offer. 25% are willing to facilitate access to their personal data, if this would lead to a more satisfactory shopping experience. These are more active users on social networks, who demand more attractive and personalized proposals from brands, far from the traditional impact in the form of a generalized advertising message.
The media and social networks conquer the youngestAccording to the data of the study presented during this day, young people dedicate 78 percent of their total Internet connection time to the use of social networks, which demonstrates once again the importance of this type of media for the commercial objectives of brands and advertisers who seek to connect and reach this type of user through their different marketing and advertising strategies.
Young people leave Facebook and its advertising scares them
Facebook is the social network par excellence, with more than 1,150 million users; which leads to think that “everyone is on Facebook”. On the other hand, the generalized access of users to Facebook has made a very special audience consider their permanence in this network: young people. They have decided to move away from Mark Zuckerber’s platform, before the stalking and control of their parents. If the Y Combinator and Garry Tan survey already indicated that adolescents were bored by the information saturation they suffered on their wall, the subsequent study by Pew Internet, together with the American Life Project, reflects their growing disinterest, fueled by the increase in the average age of the users of the medium.
Consequently, this public has chosen Twitter as a channel to interact and communicate. According to the Piper Jaffray survey, it indicates that 26% of adolescents prefer to use Twitter, while only 23% stay with Facebook. Without going any further, at the presentation of the last annual 10-K report presented by Mark Zuckerberg, he himself acknowledged to the investors his belief that young people were looking for alternatives to this social platform, such as Instagram. For its part, the number of Twitter users under 30 years of age doubled in just a few months, between November 2010 and May 2011, and since then it has continued to advance at a good pace.Twitter conquers ‘mobile users’ and younger consumers
According to the Compete study, the activity of brands on Twitter positively influences their purchasing decisions. 66.1% of Twitter users affirm that they have taken into account updates from retailers on the social network when buying. Another proven fact is that social networks are already one of the main sources of information among the youngest.
40% of young people turn to social networks before search engines
The integration of social networks in social networks has also led them to use them as a priority reference source when searching for information online. A habit that overshadows search engines. Blinks data indicates that 4 out of 10 young people prefer this source of information, together with social recommendations from their friends and acquaintances, over search results. The new generations have brought with them new patterns of behavior. Social networks provide a large amount of information, and in real time. Simply open the time line and information and content contributed by our contacts automatically appears, something that makes social networks an increasingly influential source of reference.
As the data shows, millennials are a very different audience from later generations. With their own needs, with a different online behavior and buying habits very different from those that brands are used to. Therefore, it is convenient to stop and study them calmly and strive to design strategies focused on their preferences and characteristics.