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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)