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3 Keys to Millennial Marketing: Smartphones, Social Media, Hyper-Targeted Content [Study]

  |  June 6, 2014   |  Comments

New research reveals that Millennials check their smartphones 43 times per day and they primarily use social networks to discover and share content.

It's universally acknowledged that Millennials (those between the ages of 18 and 36) are the most tech-savvy generation. When marketing to this segment, you need to think about three key elements, according to new research:

  • Smartphones
  • Social media
  • Hyper-targeted content

In its latest report, Content Finds the Consumer, global consumer experience management company SDL provides an examination of Millennial media habits. The results show that close to 70 percent of Millennials use two different devices every day. Among them, smartphone usage dominates. Millennials check their smartphones 43 times per day.

Meanwhile, Millennials like communicating with businesses on social media platforms like Facebook and Twitter, according to the report. More than two-thirds of Millennials responded that they embrace brands on social media in order to get discounts, while 56 percent to receive free perks.

In addition, this segment turn first to social networks to discover content, and further share the content via social media. By contrast, email and search engines are the least favorite channels.

millennials1

Image Credit: SDL

A deeper look at Millennial media habits reveals that they prefer hyper-targeted content, in the form of personalized social networks, customized online news feeds, and music streams. For example, 71 percent of the respondents choose hyper-targeted music streaming services like Pandora and Spotify, compared to 11 percent who listen to non-targeted local radio.

Based on the findings, the report provides some suggestions for better marketing to Millennials:

  • Create interesting and sharable content that can be consumed quickly on any device.
  • Incorporate social media into your marketing mix.
  • Tailor content to your audience and make it appropriate for their particular context.

SDL surveyed 1,800 millennials around the world, consisting of 53 percent female and 47 percent male. You can get more insights from this SlideShare file.

Homepage image via Shutterstock.

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ABOUT THE AUTHOR

Yuyu Chen

Yuyu Chen is a junior reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.

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