Engaging Generation Y and Millenials online


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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
  • Engaging Generation Y and Millenials online

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