Experian Marketing Services: early adopter Millennials spend 14 percent of time on mobile devices
2013 Digital Marketer Report reveals latest demographic trends
New York, N.Y., March 12, 2013 — The generation of 18- to 34-year-olds, known as Millennials, are an increasingly influential group that impacts many aspects of the American lifestyle, including fashion, technology and entertainment, according to the upcoming 2013 Digital Marketer Report from Experian Marketing Services. The report looks at key segments of the consumer landscape, including millennials, who provide a major opportunity for marketers to reach consumers via mobile. Millennials spend 14 percent more time engaged with their mobile devices in an average week than their generational peers.
The report provides a comprehensive overview of consumer trends and outlines many tactics to target early adopter millennials. Almost one-quarter (24 percent) of millennials have a college degree, 34 percent are married, and more than half (60 percent) own a home. They have an average discretionary spend of $11,317 annually.
“Brands and marketers are taking notice of millennials and the fact that they communicate and behave differently than other generations,” said Bill Tancer, general manager of global research for Experian Marketing Services. “Marketers increasingly understand that they need innovative marketing programs in order to engage this important segment of the population.”
Early adopter millennials
Fifty-two percent of millennials rank far above, or above average, when it comes to being early adopters of technology. That means more than half of adults ages 18 to 34 want to be the first to have the latest electronic equipment, are willing to pay almost anything for an electronic product and actively want to be a source of information on electronic equipment to others.
Marketers trying to reach this group can look at the types of Websites driving millennials to online retailers in order to understand other sites that would be effective partners, advertising outlets and content providers:
• Millennials are more likely than the US online population to visit search and social Websites before visiting a retail Website
• They are less likely to look at email or visit reward and directory sites before visiting a retail Website
• They are more likely to visit fashion content and portal sites before visiting a retail Website
There is a major opportunity to reach early adopter millennials via mobile, as they spend 14 percent more time engaged with their mobile devices in an average week than their generational peers. Early adopter millennials are 20 percent more likely to use a tablet and 32 percent more likely to IM/chat than the average millennial. Other top activities include reading media, listening to music and email.
For more insights on millennials and other key consumer segments, preorder the 2013 Digital Marketer Report.
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