Engaging Generation Y and Millenials online
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Engaging Generation Y and Millenials online

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Motivations that Drive Millenials' Purchase Decisions. Presented at the 2010 Pivot Conference. ...

Motivations that Drive Millenials' Purchase Decisions. Presented at the 2010 Pivot Conference.

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  • Revise title/sub titleIdeas:Engage with MillennialsInsights About Their Purchase Influencers/Motivations & Attitudes

Transcript

  • 1. Engaging Generation Y
    Insights About Motivations that Drive Purchase Decisions
  • 2. 2
    Pioneering Attitudinal TargetingTM for online display & video
    Engage audiences based on values, beliefs and attitudes
    Connecting brand values with consumer values
    Methodologycombines large scale survey research, behavior, purchasing and third party data
  • 3. 3
    Key Findings
    18-34 consumers have different values than 35+
    More compassionate view of society, but this does not translate into their purchasing decisions
    More likely to buy brands that convey their personal achievement to friends and society
    Invest time in shopping activities they deem worthwhile
    Rely on friends, family and blogs for shopping information
  • 4. 4
    Social Responsibility & Purchasing Decisions
    BIOFUEL
    18-34 consumers care more deeply about social & environmental issues than 35+
    30-60% more likely to support alt energy, civil rights, gay rights and animal rights
    But they’re less likely to buy products based on these issues
    15-25% less likely to focus on brands that treat employees fairly, provide safe products, price fairly, communicate truthfully, conduct business honestly
    They are more likely to think that companies are addressing CSR issues
    Treat employees fairly, make charitable contributions, reduce energy use, conduct business honestly
    SOLAR
    CIVIL RIGHTS
    GAY RIGHTS
    ANIMAL CRUELTY
    CLIMATE CHANGE
  • 5. 18-34 Consumers Need External Validation
    5
    They value products/services that convey their success to others & reward themselves
    MORE LIKELY
    LESS LIKELY
  • 6. 6
    Gen Y: What & How They Buy
    Over 50% look for products that exhibit value; less than 35+ pop
    Much more likely to look for
    products that are:
    Innovative
    Aesthetically-pleasing
    Popular
    Unique
    % A35+
    More likely to rely on friends, family, & blogs for shopping information than older audiences
    However, convenience is critical: they are less likely to comparison shop in person, travel out of their way for products, or avoid products based on issue criteria
    % A18-34
  • 7. Online, the A18-34 population is more engaged with consumption, self-improvement, and social connection categories, which illustrates their life stage and generational differences
    7
    Category Relationship Index is a measure that combines repeat visitation and engagement – helping advertisers define audiences through their behaviors
  • 8. 8
    Recommendations
    Identify your brand’s values and target audiences that share the same values
    Segment your audience based on their values and customize messaging accordingly
    18-34 year olds are more likely to engage with brands that enable them to express themselves
    Leverage customer testimonials & build relationships with influential bloggers
    Messaging should focus on benefits and value, not price point
  • 9. Resonate… Connecting Brand Values with Consumer Values
    Nick Tabbal| SVP of Research
    nick.tabbal@resonatenetworks.com
    571.266.32014 (O)
    571.215.4564 (M)