The first high -tech generation Confident. Less materialistic Alexandre. Antoine. Henrique. Rita on

30 Pages·2017·0.51 MB·English

by  Henrique Santos

Alexandre. Antoine. Henrique. Rita
on
MILLENNIALS
The first high-tech generation.
Confident. Less materialistic.
"95% of millennials say their friends are the most
credible source of product information."
Social Chorus
Millennials are skeptical.
They believe their peers more than they believe brands
They are sophisticated shoppers.
Junco and Mastrodicasa in
"Connecting to the Net.Generation"

3% 6%
Own a computer Own a smartphone
97% 94%
97% of these students owned a computer,
94% owned a mobile phone
40% of Millennials use
social media on the
bathroom > average 21%
50% of Millennials consider
themselves politically unaffiliated.
Nielsen, U.S., 2013
They are more open-minded than
75% prefer texting over
Generation X: 84% legalize marijuana
talking face-to-face
Open Market survey, 2016 Pew Research, 2015
Very cynical. Only 53% trust in
the police, but 64% trust in small
Most diverse generation, 1/4 has
businesses.
an immigrant family member
Pew Research, 2015 GALLUP Poll, 2014
Confident cohort. But others
They think globally, care for brand
see them as narcissist, and
personality and social causes.
even lazy since they postpone
family and even work.
NDM, 2016
GALLUP Poll, 2014
Top purchase influencers for Millennials
Radius Global Marketing Research
Apparel Packaged Goods
Word of Mouth Word of Mouth
Online shopping sites Advertising
Search engines Search engines
Financial Products Big-ticket Purchases
Word of Mouth
Word of Mouth
Company websites
Search engines
Search engines
Advertisement
"Brands need to befriend Millennials, since their
trust is hard earned."
McCann World Group - The Truth about Youth
What strategies can be utilized by firms in order to do so?
Are Millennials that hard to satisfy?
How to reach this generation?
How to reach this generation?
"What can brands do specifically to most engage or
interest you?"
More important Less important
24/7 availability History, heritage
Support causes Resolve conflicts fast
Brand has personality
BCG U.S. Millennial Survey, 2013
Social Cause
“Working together, we can help you prepare
financially for when two becomes three”
Online Buzz
iPhone 4's generated the most Buzz in
2011 , with over 550 thousand messages
Electronic Product Placement
Through a Xbox 360 promotion, they
generated $1 Million in the first month
What influences Millennials'consumer behavior?
Culture: more open-minded due to race and ethnic diversity.
One boiling point for culture is internet, and this is a must-
have for Millennials due to them being technology savvy.
"...the global viewpoints that they come across in their
everyday lives between the internet and their multicultural
group of peers.”
C.Hughes, 2008
Technology is the main influence of their consumption