When you want to market to a particular group of people, it’s important to get inside the mindset of that group, even if it’s an entire generation. That’s why marketers have been relying on countless studies and surveys conducted over the last few years to determine what millennials want and how to cater to them. After taking a look at a recently conducted Nielsen survey, here are 8 things we can conclude about millennials and how they interact with the world.
1. Millennials are often on the go.
The study found that millennials tend to live a more fast-paced lifestyle, compared to their older counterparts, and that was most evident in the way they eat. They are more likely to eat snack replacements for meals, prefer a quick service restaurant, and nearly 60 percent of them eat out at least once a week, compared to only 29 percent of Baby Boomers.
2. Millennials prefer to do things online.
Millennials are more than twice as likely as Baby Boomers to cancel their cable in favor of services like Netflix and Hulu. Over 64 percent of them are willing to buy their groceries online and nearly one fifth of them has already tried it, compared to just 4 percent of Baby Boomers.
3. Millennials want to be connected.
A whopping 81 percent of Millennials enjoy being connected 24/7, anywhere they go. They enjoy having access to video content at all times, as well.
4. Millennials try to live a healthier lifestyle.
It seems as though Millennials care more about their health than their parents did. Once again, 81 percent admitted that they would pay more for a food product if it had additional health benefits. More than one third of the participants in the survey said that an organic label is important to them when shopping for food, though 33 percent of Baby Boomers agreed.
5. Millennials prefer products and brands that are sustainable and environmentally-friendly.
But Millennials aren’t just about themselves. They want brands, products, services, and companies that are good for the environment and their communities, too. Around half of Millennials say they prefer to work for a company committed to “positive social and environmental impact.” Compare that to just 13 percent of Baby Boomers. Over half of Millennials claim they check the labels on products they buy to ensure they also have a “positive social and environmental impact.” Only 12 percent of Baby Boomers do the same. The younger generation is also five times more likely to use or rent a product from a share community.
6. Millennials like to go behind the scenes.
Millennials don’t care for the symbolic wall between how a company makes a product and the shopper who buys the product. Around 80 percent want to get behind the scenes and know the story behind the products. When it comes to food, 81 percent want to know where it comes from.
7. Millennials find social media connections to be important.
As for social media, it’s a big deal for the 18 to 35 crowd. Nearly two thirds of the participants admitted to watching TV shows just to keep up with the conversation online. Millennials are also much more likely to watch live video if there is some sort of social media tie-in, and they are more than twice as likely to spend time on social media while they watch their favorite TV shows.
8. Millennials like to try new things.
Baby Boomers may be a little stuck in their ways, but Millennials aren’t at all. 66 percent of participants in the survey said they bought a new product on their last trip to the grocery store, and nearly half said they are willing to pay premium prices for “innovative” new products.
Conclusion for marketers:
There’s a reason all things mobile are the hottest marketing trends of 2017, and most experts say that will continue for the foreseeable future. How else are you going to reach a group that makes up about a quarter of the world’s population, is always on the go, is always online, and is always looking for the next big thing?
Social media is no longer the hottest fad — it’s an integral part of life for young people. It’s no longer good enough to just have a social media account for your brand. You need to know which accounts work best and how to use them.
Mobile access and social media should be two of the biggest parts of any marketing plan in 2017.