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MILLENNIALS 
THE NEW 
AGE OF BRAND 
LOYALTY 
A SNAPSHOT OF MILLENNIALS 
AND THEIR VIEWS ON BRANDS 
adroitdigital.com
Contents 
Introduction 3 
Objectives & Methodology 4 
Major Findings 5 
Demographics 6 
Survey 7 
Conclusion 18 
About Adr...
Introduction 
Every generation has its story: Baby Boomers, America’s greatest generation; Gen X, the 
slackers; and lastl...
Objectives & Methodology 
To gain insight into how Millennials view brands and 
their thoughts on brand loyalty, Adroit Di...
Major Findings 
• 60% of Millennials said that social advertising has the most influence over them in how 
they perceive a...
Demographics 
Gender AGE 
18 - 25 
26 - 33 
60% 40% 
Millennials 
are the most 
important 
brand 
audience 
in the last 
1...
MAYBE MOTHER DOESN’T 
KNOW BEST 
Do you use, or are you brand-loyal to, 
the same brands your parents use and 
to which th...
THE APLE DOESN’T FALL FAR 
FROM THE TRE 
Do you feel you and others your age are 
as brand-loyal to your favorite brands 
...
Yes 
No 
21% 21% 
31% 
Magazines 
60% 
Social 
TV 
MILLENNIALS 9 
TV MAY STILL BE KING OF THE 
HILL, BUT SOCIAL IS THREATE...
Same level of brand loyalty as parents 
Not as brand loyal as parents 
Not brand loyal 
31% 
instill 70% 
Value/price 
Ent...
NO ONE WANTS A BAD 
REPUTATION 
What criteria do you and 
others your age use to select 
a new brand for trial? 
Is having...
Open dialogue through 
social channels 
Brands willing to change based 
on consumer opinion 
More advertising 
Publicize f...
36% 
28% 
They’re equally effective 
effective 
Traditional ads are 
31% 
Digital ads win 
out with men 
and younger 
Mill...
friendly Entertaining Brand Eco-56% 
25% 
Financial services 
exposure traditional Brand ad Brand 37% 36% 
CPG 
Auto 
MILL...
Men 61% 
70% 
Men 
61% 
59% 
Women 
64% Women Women 54% 
KEEPING THEM LOYAL 
39% 
56% 
Women 56% 
Men 41% 
Men 50% 
What c...
More eco-friendly product attracts you 
Recommendation from friend/family 
Current brand found to have bad 
business pract...
TV 
Social 
Radio 
Online display 
Online video 
Magazines 
35% 
KEEPING IT REAL 
How will brands remain relevant to 
you ...
Conclusion 
Looking back several years, a number of articles put forward the idea that Millennials aren’t 
brand-loyal. As...
About Adroit Digital 
At Adroit Digital, we believe people move technology, 
not the other way around. Our team of program...
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MILLENNIALS ARE CHANGING THE CONVERSATION ABOUT BRAND LOYALTY

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MILLENNIALS ARE CHANGING THE CONVERSATION ABOUT BRAND LOYALTY

  1. 1. MILLENNIALS THE NEW AGE OF BRAND LOYALTY A SNAPSHOT OF MILLENNIALS AND THEIR VIEWS ON BRANDS adroitdigital.com
  2. 2. Contents Introduction 3 Objectives & Methodology 4 Major Findings 5 Demographics 6 Survey 7 Conclusion 18 About Adroit Digital 19 Contact Us 19 adroitdigital.com MILLENIALS
  3. 3. Introduction Every generation has its story: Baby Boomers, America’s greatest generation; Gen X, the slackers; and lastly Gen Y, the boomerang generation—digital natives, or as they’re best known today, Millennials. For marketers, Millennials are the most important generation to come along in the last 100 years, perhaps ever. This group of young adults is the largest generation by number in US history. Millennials number more than 80 million. That’s a population larger than the Baby Boomers, and it outnumbers Gen X almost 3:1. Millennials came of age in the wake of massive advancements in technology, unparalleled communication access, and media exposure that allowed people to spread information faster to a wider, more diverse audience than in any generation before them. Millennial consumer behavior has been shaped by the world in which they have come of age, and their importance cannot be underestimated. As Baby Boomers move closer to retirement, they will take with them close to $400 billion in annual spending. This leaves a void that will be very difficult to fill.* Retailers are scrambling to secure the loyalty of this tech-savvy and fast-paced crowd, which spends $600 billion a year. By 2030, Millennials will outnumber non-Millennials.** But what is this generation about, and what’s shaped their perceptions? In addition to growing up as digital natives, Millennials entered college in the face of the largest recession since the Great Depression. Many of those who completed their college education received their diploma accompanied by massive student loan debt. They also entered college knowing a bleak job market faced them on the other side. This has left many young adults still at home or returning home to live with their parents. They also see things differently because they are culturally different. Millennials are the most racially and ethnically diverse American generation ever, with over 20% of the population now identifying as Hispanic and 13% as African American. Armed with this knowledge, how can brand marketers secure the loyalty of this extremely important group of consumers? Some have suggested the best marketing and advertising strategy is to not market to Millennials at all.† The digital age has created an environment that allows brands to engage and converse with their consumers. Marketers have the ability to shape multiple messages to nuanced audiences, which is of incredible value in a time when a “one size fits all” campaign no longer measures up. It is time to move beyond the hard sell. Getting to know Millennial consumers will require testing, testing, and more testing. It will require evaluating new ad units, including social, native, and video as well as the associated creative and messaging. While much of this may seem to be shifting sands under marketers’ feet, there is some certainty. What seems certain is that this is a very exciting time to be a marketer traveling a new path and forging a new breed of advertising. adroitdigital.com MILLENIALS 3
  4. 4. Objectives & Methodology To gain insight into how Millennials view brands and their thoughts on brand loyalty, Adroit Digital conducted a study to ask Millennials how they think about brands compared to how their parents think about them, and how brands can gain their future loyalty. The insights gained in the survey are meant to assist agencies and brands in evaluating how their current branding efforts align with the next generation of brand promoters. The study was fielded from January 21 through January 27, 2014. The survey targeted a random sample of US consumers who self-identified as 18–33 years of age and who own both a smartphone and a personal computer. The study garnered 2,000 completes. adroitdigital.com MILLENIALS 4
  5. 5. Major Findings • 60% of Millennials said that social advertising has the most influence over them in how they perceive a brand and a brand’s value. This compares with TV at 70%. Traditional media outside of TV fell flat. In the realm of influence, radio, billboards (OOH), and magazines finished last with mobile and online—both display and video—comfortably in the center. • 64% of Millennials are more brand-loyal or as brand-loyal as their parents. 24% consider themselves to be more brand-loyal than their parents. As marketers look forward, they can rest assured this generation demonstrates strong brand loyalty. • 39% of all respondents think that brands that don’t advertise through mobile channels, smartphones, and tablets are outdated and undesirable. While the tides of advertising channels are changing, brands still have an opportunity to keep ahead of the transition. • 32% of those surveyed said social advertising lends the most credibility to influencing their brand decisions, compared to 35% who indicated TV as the most influential advertising channel. • 26% of Millennial respondents said social is the most likely channel to introduce a new product they will consider for trial. Only TV, at a very small margin of +3%, outranks social. • 77% of the Millennials surveyed said they are evaluating brands on a different set of criteria than their parents. Millennials may be brand-loyal, and many use several of the same products their parents are loyal to, but they’ll be evaluating them against a new yardstick. • 55% of young shoppers said that a recommendation from a friend is one of the strongest influencers in getting them to try a new brand. 47% consider brand reputation to be almost as important. Product quality ranks fourth at 35%, while price has the most sway at 62%. • 36% of Millennials believe digital advertising is the most effective method of influencing their brand decisions, with traditional advertising as a standalone showing markedly less influence at 19%. • 52% of Millennials want brands that are willing to change based on consumer opinion and feedback to maintain future relevance. 44% want to have open dialogue with brands through social channels, and 38% want brands to be more about the consumer and less about the brand. • 38% of Millennials will switch brands if a company is found to have bad business practices —ethics matter to Millennials. Outside of financial factors, a business found to have bad business practices is the number one reason that Millennials will switch brands. This carries the same weight as a recommendation from a friend, at 38%. adroitdigital.com MILLENIALS 5
  6. 6. Demographics Gender AGE 18 - 25 26 - 33 60% 40% Millennials are the most important brand audience in the last 100 years. 46% 54% Base: n=2,000 Sums may not equal 100 due to rounding Male Female I'm brand loyal and use the same brands as my parents I use many of the same brands my parents use, but not all I use a few of the same brands as my parents I use different brands than my parents 20% 27% MEN 27% MEN WOMEN 12% WOMEN 12% adroitdigital.com MILLENIALS 6 26% 43% 11% More brand loyal than parents Same level of brand loyalty as parents Not as brand loyal as parents Not brand loyal 24% 31% 5% 18 - 25 TOTAL 72% 26 - 33 TOTAL 56% 27% 45% 41% 15% MEN 30% WOMEN 17% 18 - 25 23% 26 - 33 37% 18 - 25 26 - 33 60% 40% Male Female 46% 54% I'm brand loyal and use the same brands as my parents I use many of the same brands my parents use, but not all I use a few of the same brands as my parents I use different brands than my parents 20% 26% 43% 11% More brand loyal than parents Same level of brand loyalty as parents Not as brand loyal as parents Not brand loyal 24% 31% 5% 18 - 25 TOTAL 72% 26 - 33 TOTAL 56% 27% 45% 41% 15% MEN 30% WOMEN 17% 18 - 25 23% 26 - 33 37%
  7. 7. MAYBE MOTHER DOESN’T KNOW BEST Do you use, or are you brand-loyal to, the same brands your parents use and to which they are brand-loyal? 43% of respondents indicated they use many of the same brands as their parents, but not all the same brands. 46% 54% There are a few who think Mother knows best. 20% of respondents said they use and are brand-loyal Male to the same brands as their parents. A larger percentage of men than women think Mother knows best: 27% of men Female compared to 12% of women fall into the above category of loyalty. Younger Millennials 18–25 are closer to Mother’s apron strings, with 72% indicating they use or are loyal to all or many of the brands their parents use, compared to 56% of older Millennials aged 26–33. 26% 11% MEN 27% WOMEN 12% Base: n=2,000 Sums may not equal 100 due to rounding 18 - 25 26 - 33 60% 40% I'm brand loyal and use the same brands as my parents I use many of the same brands my parents use, but not all I use a few of the same brands as my parents I use different brands than my parents 20% 43% More brand loyal than parents Same level of brand loyalty as parents 24% adroitdigital.com MILLENNIALS 7 31% 5% 18 - 25 TOTAL 72% 26 - 33 TOTAL 56% 27% 45% 41% 15% MEN 30% WOMEN 17% 18 - 25 23% 26 - 33 37% 18 - 25 26 - 33 60% 40% Male Female I'm brand loyal and use the same brands as my parents I use many of the same brands my parents use, but not all I use a few of the same brands as my parents I use different brands than my parents 20% 43%
  8. 8. THE APLE DOESN’T FALL FAR FROM THE TRE Do you feel you and others your age are as brand-loyal to your favorite brands as your parents are to their favorite brands? Good news for marketers: 64% of Millennials surveyed feel the same level of brand loyalty or greater brand loyalty than their Baby Boom or Gen X parents. 24% fall into the category of feeling more brand-loyal than their parents. Millennial men feel they are more brand-loyal than their parents compared to Millennial women, 30% and 17%, respectively. As Millennials age, their feeling of brand loyalty compared to their parents drops considerably, with 23% of 18–25 year-olds and 37% of those aged 26–33 indicating they are less brand-loyal than their parents. For brands’ continued success, securing the loyalty of the Millennial audience in the next ten years will create a tremendous upside in the future lifetime value of this customer set. MOBILE = MODERN? While the mobile advertising revolution is under way, brands still have time to jump on the bandwagon. The majority of Millennials, 61%, don’t consider a brand to be undesirable and outdated if it lacks a mobile ad presence. However, 39% do feel brands lacking a mobile advertising presence are undesirable and outdated. This is a number large enough that brands and agencies can’t ignore it. There is a significant delta in this sentiment between men and women, as well as between younger Millennials compared to their elder counterparts. More men than Base: n=2,000 Sums may not equal 100 due to rounding I'm brand loyal and use the same brands as my parents I use many of the same brands my parents use, but not all I use a few of the same brands as my parents I use different brands than my parents Do you feel brands that don’t advertise on mobile, smartphones, and tablets are less desirable and outdated? adroitdigital.com MILLENIALS 8 my I use parents 43% More Same Not Not 24% 31% 40% 5% Yes No 61% 39% 80% 33% 39% 42% 21% 21% 31% 60% 70% MEN 30% WOMEN 17% 18 - 25 23% 26 - 33 37% MEN 50% WOMEN 27% 18 - 25 50% 26 - 33 32% Women 66% Men 55% 26 - 33 73% Women 46% Men 38% 18 - 25 66% 26% 43% More brand loyal than parents Same level of brand loyalty as parents Not as brand loyal as parents Not brand loyal 24% 31% 40% 5% Yes No 61% 39% Yes No 23% 77% 80% 60% 70% Parents are influenced Parents and equally influenced 50% 50% MEN 27% WOMEN 12% 18 - 25 TOTAL 72% 26 - 33 TOTAL 56% 27% 45% 41% 15% MEN 30% WOMEN 17% 18 - 25 23% 26 - 33 37% MEN 50% WOMEN 27% 18 - 25 50% 26 - 33 32% Women 66% 26 - 33 73% 46% 18 - 25 66% 20% 26% 43% 24% 31% 40% 5% Yes No 61% 39% 80% 70% MEN 27% WOMEN 12% 18 - 25 TOTAL 72% 26 - 33 TOTAL 56% 27% 45% 41% 15% MEN 30% WOMEN 17% 18 - 25 23% 26 - 33 37% MEN 50% WOMEN 27% 18 - 25 50% 26 - 33 32% Women 66% 18 - 25 66% 26 - 33 73% women feel mobile is modern: 50% of male respondents compared to 27% of female respondents. It should come as no shock to brands and agencies that digital natives, those aged 18–25, see mobile as modern compared to older Millennials aged 26–33, who didn’t spend their formative years with mobile phones and the Internet at their fingertips: 50% compared to 32%, respectively.
  9. 9. Yes No 21% 21% 31% Magazines 60% Social TV MILLENNIALS 9 TV MAY STILL BE KING OF THE HILL, BUT SOCIAL IS THREATENING ITS CROWN Which advertising medium influences you and other people your age the most in how you perceive and value a brand? If agencies and brands want to hold sway over the millennial audience, TV is the champ, but social is quickly coming up on its heels. For a medium that has existed less than a decade, social is offering TV some stiff competition. When asked which advertising medium has the most influence over how our survey respondents view brand value, TV and social were the clear winners, with 70% and 60%, respectively. Traditional media outside of TV fell flat. In the realm of influence, radio, billboards (OOH), and magazines finished last, with mobile and online—both display and video— comfortably in the center. Those who spent their youth in front of the TV and not the Internet or game console show TV as their primary influencer in perceiving brand value. 73% of 26–33 year-olds, compared to 66% of 18–25 year-olds, consider TV to be their biggest influencer when it comes to brand value. Both men and women indicated social and online display as their largest influencers beyond TV. Base: n=2,000 Sums may not equal 100 due to rounding 61% 39% 39% 42% Online display 80% 33% Mobile Online video Radio Billboards adroitdigital.com MILLENIALS 70% Mobile Online video Radio Billboards Online display Magazines Social TV 40% 15% 9% 12% 2% 3% 4% 26% 29% MEN 50% WOMEN 27% 18 - 25 50% 26 - 33 32% Women 66% Men 55% 26 - 33 73% Women 46% Men 38% 18 - 25 66% Women 31% Men 21%
  10. 10. Same level of brand loyalty as parents Not as brand loyal as parents Not brand loyal 31% instill 70% Value/price Entertaining ad campaigns 36% social media Prestige/social perception traditional advertising Brand exposure through MILLENNIALS 10 THE FIRST ONE IS FRE Through which advertising medium are you and other people your age most likely to be introduced to or find out about a new brand you’ll consider for trial? The first step in winning over a new customer is moving him or her from consideration to trial. As our survey demonstrates, TV and social are the top advertising media in influencing Millennials’ perception of brand value. The same holds true in moving them to trial. For brands prospecting new customers, TV and social will pave the way with Millennials: 29% and 26% indicated TV and social, respectively, as the media most likely to introduce them to a new product for trial. Women are 1.5 times more likely than men to discover a new product for trial through social media exposure or advertising—31% compared to 21% of men. PLAYING BY A NEW SET OF RULES Base: n=2,000 Sums may not equal 100 due to rounding adroitdigital.com Do you and others your age choose your favorite brands on a different set of criteria THAN your parents? While many Millennials may have brand loyalty equal to or greater than that of their parents, they select brands using a different set of criteria. When asked if Millennials chose brands on a different set of criteria from that used by their parents, the majority, 77%, indicated yes. The variance between men and women is slight: 79% of men, compared to 75% of women, indicated they use a different set of criteria than their parents to select brands. Not as brand loyal as parents Not brand loyal 31% 40% Yes No 61% 39% Yes No 23% 77% Mobile Online video Radio Billboards Online display Magazines Social TV 80% 33% 39% 42% 21% 21% 31% 60% 70% 40% 26% 29% Yes No 23% 77% Parents are more influenced Parents and I are equally influenced 50% 50% 50% 36% MEN 50% WOMEN 27% 18 - 25 50% 26 - 33 32% Women 66% Men 55% 26 - 33 73% Women 46% Men 38% 18 - 25 66% Women 31% 21% Men 41% 18 - 25 42% MEN 79% WOMEN 75% 31% 40% Yes No 61% 39% Yes No 23% 77% Mobile Online video Radio Billboards Online display Magazines Social TV 80% 33% 39% 42% 21% 21% 31% 60% 70% 40% 26% friend parent by by Recommended 29% Yes No 23% 77% Parents influenced Parents equally 50% 50% 50% 26 - 33 37% MEN 50% WOMEN 27% 18 - 25 50% 26 - 33 32% Women 66% Men 55% 26 - 33 73% Women 46% Men 38% 18 - 25 66% Women 31% 41% Men 18 - 25 42% MEN 79% WOMEN 75% Mobile Online video Radio Billboards Online display Magazines Social TV Mobile Online video Radio Billboards Online display Magazines Social TV 40% 15% 9% 12% 2% 3% 4% 26% 29% Recommended Brand reputation Eco-friendly brands Brand exposure through Quality Established brands that 55% 25% 62% 47% 28% 23% 19% 29% 20% 35% Women Men 21% Women Men 15%
  11. 11. NO ONE WANTS A BAD REPUTATION What criteria do you and others your age use to select a new brand for trial? Is having a quality product enough? For Millennials, the answer appears to be no. When we asked our Millennials which criteria they use to select a new brand for trial, quality was fourth on the list, with 35% of respondents. It was preceded by brand reputation at 47% and recommendation of a friend at 55%. The most important criterion to a Millennial is value and/or price, with 62%. Rounding out the list of criteria are exposure through social media at 29%, brands that are eco-friendly at 28%, and a recommendation from good old mom and dad at 25%. The big standout difference between men and women in their selection criteria is exposure to a brand through traditional advertising (TV, radio, magazines). Women are almost 2.5 times more likely than men to use traditional advertising in their brand selection criteria, 36% compared to 15%. 36% social media Prestige/social perception traditional advertising Brand exposure through MILLENIALS 11 Base: n=2,000 Sums may not equal 100 due to rounding adroitdigital.com Mobile Online video Radio Billboards Online display Magazines Social TV 9% 12% 2% 3% 4% by friend Recommended by parent Men 61% 70% 59% 16% Value/price Entertaining ad campaigns 39% 56% 25% 37% 36% Recommended Brand reputation Eco-friendly brands Brand exposure through Quality Established brands that instill trust 70% 55% 25% 62% 47% 28% 23% 19% 29% 20% 35% 20% Women Men 15% Men 61% Women 56% Women 64% Women 64% Women 54% Men 41% Men 50%
  12. 12. Open dialogue through social channels Brands willing to change based on consumer opinion More advertising Publicize fair business practices Publicize eco-friendly practices Become more charitable Become more active in local communities Become less about the brand and more about the consumer MILLENIALS 12 Base: n=2,000 Sums may not equal 100 due to rounding adroitdigital.com DIGITAL FOR BETER CHOICES Do you think you and other people your age are making smarter brand choices than your parents because of your access to and familiarity with new technologies (e.g., mobile, social, Internet)? Are Millennials smarter than their Baby Boomer and Gen X parents, or are they just able to gather more information from a wider selection of sources with speed and accuracy? Regardless of the answer, 73% of Millennials think they are making smarter brand choices than their parents because of their knowledge, familiarity and access to the digital world at large. Yes No 27% 73% 44% 29% 32% 38% 25% 28% Men 33% Men 28% Women Men 28% Women 33%
  13. 13. 36% 28% They’re equally effective effective Traditional ads are 31% Digital ads win out with men and younger Millennials. Value/price Entertaining ad campaigns social media Prestige/social perception traditional advertising Brand exposure through 17% when used together adroitdigital.com MILLENNIALS 13 MILLENIALS 113 DIGITAL DELIVERS Do you think digital advertisements (online, mobile, social) are more effective in influencing your brand decision making than traditional advertisements (TV, magazines, radio)? The majority of our Millennials, 45%, found strength in teamwork. They indicated digital ads when combined with traditional ad channels are equally or more effective in influencing their brand decision making compared to either as a standalone channel. 36% of the Millennials surveyed think digital advertising is more effective than traditional advertising. Men and younger Millennials are the true digital believers: 41% of men and 42% of those 18-25 feel digital advertising is more effective than traditional advertising in influencing their brand decisions. When broken out by age set, the younger Millennials are more likely to feel digital is the channel of choice for influencing their brand decision making compared to their elder counterparts: 42% and 32%, respectively. Mobile Online video Radio Billboards Online display Magazines Social TV Mobile Online video Radio Billboards Online display Magazines Social TV 40% 15% 9% 12% 2% 3% 4% 26% 29% Yes No by friend Recommended by parent Recommended Brand reputation Eco-friendly brands Brand exposure through Quality Established brands that instill trust 70% 55% 25% 62% 47% 28% 23% 19% 29% 20% 35% 20% 50% 19% Digital ads are more more effective They’re most effective Women Men 21% Men 41% 18 - 25 42% Women 30% 26 - 33 32% MEN 79% WOMEN 75% Women 36% Men 15% 64% Women
  14. 14. friendly Entertaining Brand Eco-56% 25% Financial services exposure traditional Brand ad Brand 37% 36% CPG Auto MILLENNIALS 14 LOYALTY CAN BE FLEETING In which categories are you and others your age the most brand-loyal? It is good news for mobile phones and fashion. Some may argue the two are entwined. When it comes to brand loyalty, Millennials put their mobile phone providers toward the top of their lists, at 59%. Not surprising for a generation known as digital natives. What they wear matters. The category where Millennials also feel strong brand loyalty is in clothing, shoe, and accessory brands, at 56%. With a marked decrease, health and beauty finishes out the top three brand loyalty categories, at 39%. Millennial men are more loyal to their cars and phones than women. Guys may love their cars, but they love their phones considerably more—41% and 61% comparatively. While the ladies still love their phones (56%), their brand dollars also lie with health and beauty products (54%). The Millennial ladies felt the greatest brand loyalty to their clothes, shoes, and accessories (64%). Base: n=2,000 Sums may not equal 100 due to rounding Recommended Recommended 16% 39% Clothing/shoes/accessories Men 61% 70% 59% phone providers Hotels and airlines Mobile Health and beauty adroitdigital.com MILLENIALS exposure social Prestige/social Established Change in financial situation Change in family/relationship status Newer more attractive brand More eco-friendly product attracts you Advertising causes a brand change Recommendation from friend/family Current brand found to have bad business practices Current brand price increase 20% 8% Men 61% Women 56% Women 64% Women 64% Women 54% Men 41% Men 50% Men 25% Men Don’t get between Millennials and their phones.
  15. 15. Men 61% 70% Men 61% 59% Women 64% Women Women 54% KEEPING THEM LOYAL 39% 56% Women 56% Men 41% Men 50% What causes you and other people your age to switch brands? 25% 37% 36% The key to brand loyalty is just that. How do you keep a loyal customer over the long haul of a lifetime? 16% 56% of Millennials would change brands when they experience a change in finances. When finances change either for the better or for the worse, consumers have to evaluate their current brands and their associated costs and value. Clothing/shoes/accessories phone providers Hotels and airlines Financial services Health and beauty CPG Auto 41% of Millennials would change brands if their current brand increased in price. The other top three reasons that Millennials would change brands are a recommendation from a friend, at 38%; if their current brand is found to have bad business Mobile Change in financial situation Change in family/relationship status Newer more attractive brand More eco-friendly product attracts you Advertising causes a brand change Recommendation from friend/family Current brand found to have bad business practices Current brand price increase 8% 8% Base: n=2,000 Sums may not equal 100 due to rounding 60% 56% 37% Women 45% Women 35% 38% Women 36% 41% Men 35% 29% 20% 25% 32% 35% 14% Men 25% Men 28% adroitdigital.com MILLENIALS 15 MEN 28% practices, at 32%; and if something newer and shinier comes along, at 37%. Women on average are more likely than men to change brands on several counts: something newer, 45% compared to 35%; a brand found to have bad business practices, 36% compared to 28%; and an eco-friendly competitor, 35% compared to 25%. Outside of the constraints of financially driven motives, brands courting Millennials should adhere to a few ideas: keep people talking about your brand, make sure you’re a good corporate citizen, and keep your products and brand fresh and exciting so consumers aren’t tempted away by the latest new product.
  16. 16. More eco-friendly product attracts you Recommendation from friend/family Current brand found to have bad business practices Current brand price increase 35% 28% WOMEN 40% 35% 35% MILLENNIALS 16 KEEPING IT CREDIBLE What advertising medium do you and other people your age believe gives a brand the most credibility in influencing your brand decisions? 35% of the Millennials surveyed said TV advertising is the medium that gives a brand the most credibility. 32% indicated social as a close second to TV in providing a brand with credibility. More than two-thirds of Millennials see TV and social as having almost the same level of brand advertising influence. 40% of women indicated social advertising as having more of an influence in brand credibility than TV, compared to 28% of men. Given this information, it seems the tides of channel influence are changing. Are brands and agencies prepared to keep up? 14% BRANDS HAD BETER ROLL UP THEIR SLEEVES 14% 14% 28% WOMEN 40% 28% WOMEN 40% adroitdigital.com MILLENIALS 29% 25% TV Social Radio Online Online Magazines TV Social Radio Online display Online video Magazines 8% 3% 32% 8% Yes No 22% 78% Open dialogue through social channels Brands willing to change based on consumer opinion More advertising Publicize fair business practices Publicize eco-friendly practices Become more charitable 29% 29% 25% Men 28% MEN Men 28% Men 28% Will brands today have to work harder to earn your loyalty than they did to earn your parents’ loyalty? Millennials say an astounding yes to the question above. 78% of Millennials in our survey said brands will have to work harder to earn their brand loyalty than they did to earn their parents’ loyalty. Gone are the days of a flashy 30-second TV spot, a few magazine placements, a smattering of radio spots, and a little out-of-home mixed in. The next great generation of consumers, Millennials, will require more from brands than they’ve ever had to give. They won’t settle for being advertised at. Brands need to roll up their sleeves and engage Millennials in meaningful ways to win them over. Advertising causes a brand change Recommendation from friend/family Current brand found to have bad business practices Current brand price increase 32% TV Social Radio Online display Online video Magazines TV Social Radio Online display Online video Magazines 8% 3% 32% 8% Yes No 22% 78% Open dialogue through social channels Brands willing to change based on consumer opinion More advertising Publicize fair business practices 32% Men 28% Men 25% MEN Men 28% Recommendation from friend/family Current brand found to have bad business practices Current brand price increase 32% TV Social Radio Online display Online video Magazines TV Social Radio Online display Online video Magazines 8% 3% 32% 8% Yes No 22% 78% Open dialogue through social channels Brands willing to change based on consumer opinion More advertising Publicize fair business practices Publicize eco-friendly practices Become more charitable 25% Men 28% MEN Men 28% Men 28% Base: n=2,000
  17. 17. TV Social Radio Online display Online video Magazines 35% KEEPING IT REAL How will brands remain relevant to you and other people your age moving into the future? It’s a new age of branding, and the consumers are running the show. To remain relevant in the future, our Millennials told us brands need to listen to them and let them chart the course. Online video Magazines 52% of all respondents said to remain relevant, brands need to listen to consumers and be willing to change based on their feedback. 44% expect brands to have open dialogue with them. It’s no longer a one-way street of communication. Yes No 38% of Millennials said brands need to become more about the consumer and less about the brand. Millennial women feel more strongly about this than men, 45% compared to 33%. Women are also more concerned about eco-friendly products, 40% compared to 28% of men, and fair business practices, 37% compared to 28% of men. 29% 32% 25% Base: n=2,000 Sums may not equal 100 due to rounding TV Social 28% WOMEN 40% Radio Online display 14% 3% 32% 22% 78% adroitdigital.com MILLENIALS 17 27% 73% 70% Open dialogue through social channels Brands willing to change based on consumer opinion More advertising Publicize fair business practices Publicize eco-friendly practices Become more charitable Become more active in local communities Become less about the brand and more about the consumer 44% 38% 28% 52% MEN Men 33% Women 45% Men 28% Women 37% Men 28% Women 40% 33%
  18. 18. Conclusion Looking back several years, a number of articles put forward the idea that Millennials aren’t brand-loyal. As our study indicates, this couldn’t be further from the truth. Millennials are brand-loyal. In fact, many consider themselves to be more brand-loyal than their parents, more informed about brands, and in a better position to make what they consider smarter brand choices. Because of their access to vast amounts of information, they are highly informed about everything from a brand’s pricing to its product quality and even its business practices—including good corporate citizenship, corporate values, and eco-friendly practices. There is no denying that gaining the brand loyalty of Millennials at the beginning of their earning years will create an enormous upside for brands in delivering the maximum future lifetime value of these consumers. Armed with a well-informed view of Millennials, how do brands and agencies go about gaining the trust and admiration of the next generation of super buying power? The secret to success will lie in their ability to select the right partners, employ the right strategies, leverage the right technology, and be prepared to constantly turn and pivot. The wide array of ad tech available today is positioning brands and agencies to open the dialogue of engagement and to lay the foundation for earning the loyalty of Millennials. The loyalty of Millennials isn’t an elusive thing. However, it’s something marketers will have to work hard to earn and even harder to keep. But with some willingness to try new things, the ability to remain flexible and most importantly, meet Millennials on their terms, the future for marketers is bright. adroitdigital.com MILLENIALS 18
  19. 19. About Adroit Digital At Adroit Digital, we believe people move technology, not the other way around. Our team of programmatic experts uses human insights, our exclusive data set, and unmatched media access to intelligently drive marketing performance. We work hard to delight our customers every day. We have offices in New York, Boston, Los Angeles, and San Francisco. Sources: * http://www.forbes.com/sites/gregpetro/2013/03/21/millennial-engagement-and-loyalty-make-them-part-of-the-process/ ** http://www.retailwire.com/discussion/16646/how-can-retailers-gain-the-loyalty-of-millennials † http://www.huffingtonpost.com/ryan-donegan/marketing-to-millennials_b_4025881.html All registered trademarks and logos contained herein are the sole property of their respective owners. Contact Us For press inquiries, please contact: Hollis Guerra, Blast PR hollis@blastpr.com For sales inquiries please contact: hello@adroitdigital.com (855) 6-ADRO IT 19

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